Around 10,000 children are diagnosed with cancer every year in the U.S. While 195 million dollars of federal funding has gone into pediatric cancer research, nonprofit organizations like Hyundai Hope On Wheels, who are dedicated to helping kids fight cancer, work hard every day to end pediatric cancer. Prior to partnering with Praytell Agency in 2022, Hyundai Hope On Wheels did not consistently utilize external communication tactics, including their social channels, as a vehicle to share information about its organization’s mission, goals, and, most importantly, success stories. To increase awareness of childhood cancer and fund research on a national scale, Hyundai tapped Praytell to strengthen its social media presence and identify creative ways to engage its current community and reach new supporters.
To reach and engage existing and new audiences, Hyundai Hope On Wheels deployed an organic and paid content strategy consisting of a steady drumbeat of inspiring messaging and compelling creative across the organization’s key moments throughout 2022 while layering on tentpole campaigns at key organizational milestones. Praytell helped redefine the organization's voice and tone and creative look and feel to allow for a more consistent storytelling stream across its owned properties. Program highlights include:
Created a multi-series of social posts and stories to highlight Hyundai Hope On Wheel’s milestone achievement of exceeding $200 million in funding for pediatric cancer research leaning in on the pillars of education, awareness, and action.
During the month of September, Praytell developed a bespoke campaign to further raise awareness during Childhood Cancer Awareness Month. The campaign, titled Find Hope, encouraged users to find easter eggs in the organization’s social posts and share answers in the comments. A teddy bear was donated to a child battling cancer for each entry.
To drive further awareness of the mission at hand, Praytell developed engaging and dynamic social content, including Reels videos and GIFs, to promote the organization’s annual National Youth Ambassador Program and elevate news of grant recipients who are dedicated to life-saving research, leveraging their stories and impact to drive an emotional connection to the cause on an ongoing basis.
2023 marks the 25th anniversary of Hyundai Hope On Wheels, and Praytell developed a content series titled, Hope Defined, that spotlights key members of the organization, cancer survivors and grant recipients (children’s hospitals, doctors) sharing what “Hope” means to them, all with the goal further driving the organization’s mission of ending pediatric cancer within our lifetimes.
Cancer survivors and their families have a reliable and safe space to visit online for inspiration, support, and a sense of community they won’t find anywhere else. From the start of Praytell’s partnership with the organization in April 2022 through today, Hyundai Hope On Wheels has seen a measurable increase in reach and engagement across its collective social media channels, confirming we’re making a direct impact on children’s lives.
An overview of total performance:
5.2M impressions (154% increase from April 2022)
190.3K engagements (177% increase from April 2022)
174.6K video views (389% increase from April 2022)
The one-month Find Hope tentpole campaign garnered the following results across collective social media channels:
43K engagements (43% higher than the average engagements per month)
7.1% engagement rate (ER) (47.9% higher than the average engagement rate per month)
14.2 engagements per post (EPP) (44.9% higher than the average EPP per month)
The Hope Defined content series was developed in December 2022 and first deployed in January 2023. The first post of the series highlighted Hyundai Hope On Wheels’ Executive Director, John Guastaffaro, and drove the following results across its collective social media channels:
1.5K impressions (153% higher than the average impressions per post across channels)
131 engagements (60% higher than the average engagements per post across channels)
1.3K video views (129% higher than the average video views per post across channels)