The Red Box Project
Agency: Frankly, Creative Agency
Client: United Way Saskatoon & Area
The Strategy: From Donors to Co-Creators
Traditional donation campaigns often ask for money; The Red Box Project asked for ownership. The strategy was grounded in The IKEA Effect; a behavioural science principle demonstrating that people value what they help build. By transforming donors into active participants, we ensured they didn't just give to a cause, they built their own impact.
Click here to watch the animated social video
A Full-Funnel Digital Network
This campaign was designed as a comprehensive, full-funnel ecosystem to turn passive audiences into active advocates.
Top-of-Funnel (Awareness): Developed a high-fidelity animated explainer video and social content to drive initial company and individual participation.
Middle-of-Funnel (Engagement): Created physical and digital "Red Box" campaign kits alongside a microsite featuring progress-tracking dashboards. Participants selected issue areas, such as mental health or housing, and set measurable goals for funds raised or volunteer hours logged.
Bottom-of-Funnel (Conversion): Designed automated storytelling emails that showcased real-world impact and the ROI of participation to solidify long-term donor loyalty.
The Build: Authentic, User-Led Storytelling
Using built-in storytelling prompts and impact-tracking tools, every participant's post became part of a larger digital network. This resulted in authentic, user-led storytelling that expanded the campaign’s reach and deepened emotional connections without the need for paid media.
Key Results & Takeaways
This project serves as a benchmark for my ability to:
Translate complex behavioural strategy into intuitive human participation.
Architect digital ecosystems that connect individual actions with collective, measurable impact.
Build scalable brand systems that are as emotionally resonant as they are functional.
