In order to fight for all animals who are suffering, The Humane Society of the United States depends on help from donors. Javelin was tasked with dethroning a multiyear creative champion and creating multilength, integrated video and digital content to increase sustained donors - people who commit to an ongoing contribution amount - while lowering the cost per sustained donor. It was no small feat.
We worked closely with The Humane Society of the United States to develop an all-new creative approach, based on qualitative research from donors and nondonors who said they were worn out from seeing shivering puppies and neglected horses. Javelin engaged a leading marketing neuroscience research partner to go beyond focus groups in order to discover what stimuli actually affected people. We watched viewers’ brain patterns as they were exposed to new test stimuli - taking note of where engagement peaked and waned. We then used these insights to craft new content, following a pain-relief-pain-relief story arc that truly made viewers feel something - so that they’d do something.
Javelin produced new short- and long-form video and digital content across channels and surpassed all key performance metrics.