Campaign: Find Your Strength
Launch Date: December 4, 2012
As part of its “Find Yours™” campaign, Expedia.com® has introduced a video titled “Find Your Strength,” that demonstrates how travel helps one young woman fulfill her promise to her best friend who lost his battle with cancer. Consumers are invited to join the brand in donatingto St. Jude via Facebook ($5/share up to $50,000), Twitter ($1/retweet w/ hashtag up to $10,000) and both SMS/online donation matching (up to $25,0000 and $165,000, respectively) for a total of $250,000 from Expedia.
An emotional, highly shareable video was a solid choice for conveying this campaign’s cause story and will likely be effective in engaging individuals via social media across various platforms. Although travel is this brand’s focus, outside of an air travel shot, the video primarily focuses on a much more subtle “life journey” theme. Is this an effective use of an emotional story that will positively impact both brand and cause? Tell us your thoughts in the comments below.