To boost the Embrace ABADS campaign in the digital environment, expanding reach, engagement, and donation conversion through a multi-platform strategy featuring original social media content, adapted TV news clips for digital channels, celebrity-driven activations, and continuous promotion of the charity auction and official donation channels. The campaign will also include editorial coverage on R7.com, reinforcing credibility, visibility, and social impact.
The Embrace ABADS campaign was executed through a robust, multi-platform digital strategy over a one-month period (December 1st to December 31st), combining original content, TV-to-digital adaptations, and strong editorial support.
Throughout the campaign, the digital delivery included 69 static assets, 22 original videos, and 59 TV segments repurposed into digital cuts, ensuring consistent engagement across social channels. In parallel, the initiative gained significant visibility through 91 publications on R7.com, reinforcing credibility and amplifying the campaign’s message.
To expand reach and strengthen video performance, the campaign also delivered 81 videos on YouTube, increasing audience exposure and supporting ongoing awareness and donation conversion.
Campaign Results (12/01 to 12/31)
Over one month of campaign activation, the Abrace a ABADS digital strategy delivered strong reach and engagement by combining original content, TV-driven clips adapted for social platforms, and wide multi-channel distribution.
The static assets generated 958,836 views, with 4,563 engagements and 2,715 interactions. The original videos reached 38,546 views, strengthening the campaign’s presence with content designed specifically for digital audiences.
The TV clips adapted for digital stood out as one of the main reach drivers, totaling 1.5 million views, along with 4,635 engagements and 2,175 interactions.
On R7.com, the campaign recorded 54,256 views, expanding institutional visibility and reinforcing official donation channels and the ongoing promotion of the charity auction.
On YouTube, published videos reached 184,957 views, supporting the video distribution strategy across platforms.
Across RECORD’s official social media profiles, the campaign achieved 1.77 million views, 41,635 engagements, and 55,892 story views, ensuring continuous and high-impact exposure throughout the campaign period.
