Volunteers of America-Michigan wanted to grow their Cars Helping People campaign's social media presence and develop a new branding system. Kaleidico launched a Facebook campaign, created new branding designs and custom content tailored to the campaign's goals. This helped transform the campaign's Facebook page from sporadic posts to an engaged audience. Through organic and paid strategies, they increased Facebook likes from 50 to over 60,000 within a few months. The new branding and social media presence helped the campaign stand out in the competitive vehicle donation market.

1. NO. 01
Kaleidico Digital Marketing
KALEIDICASE STUDY
Cars Helping People-Michigan
(Volunteers of America)

2. The Challenges | 1
THE CHALLENGES
• Enhance the ‘Cars Helping People’Campaign’s
social media presence
• Create new branding to support a competitive
position within the market

3. The Background | 2
This client—Volunteers of America-Michigan—presented Kaleidico with
two primary challenges: to grow the social media presence of their ‘Cars
Helping People’ campaign from virtual nonexistence to a much more
robust and engaged audience, and in addition, develop a more
effective branding system for the campaign.
The Background

4. The Solution | 3
THE SOLUTION
Facebook Campaign, Branding,
Custom Content

5. The Solution | 4
The Solution
Due to the nature of the client (a charitable vehicle donation
program), the most logical place to begin to build and
foster an audience was on a primarily visual and particularly
emotive social channel, conducive to cross-channel sharing
and receptive to our messaging. Logically, we started with
Facebook, and an assertive drive to increase its basic unit
of measurement, ‘Likes’.
Backing up this major re-emergence to the Facebook social
network was a slew of new branding designs and custom
content, both tailored, very specifically, both to the brand
and its ambitious growth goals. This reimagining of the
branding was able to surround and support our social
media efforts and set the campaign apart from the rest
in the highly competitive vehicle donation market in
Southeast Michigan.
To accomplish our goals, we used a balance of organic
traffic growth strategies and selective low-cost paid
techniques to boost our reach on a quick turnaround.
Leveraging our creative department and our design
team, we took the Cars Helping People campaign’s
Facebook page from a hodgepodge of incongruous,
sporadic posts, and lacklustre numbers and instantly
brought it into fighting shape with automatic credibility
as well as availability within the digital space.

6. The Results | 5
THE RESULTS

7. Demographics / ‘Likes’ & Sources | 6
Demographics / ‘Likes’ & Sources
50
25
60K
120K
Dec 14 Feb 22
Likes
Unlikes
Audience Growth Per Day
Audience Overview (1,470,816 people visited this site) 9/3/10-10/3/13
11-17 18-24 25-34 45-54 55-64 65+
Females
Demographics / January - March 2013 (Gender & Age)
Males
30.7
27.7
9.8
7.2
3.3 2.6 3.4
1.8
3.9
1.1 1.8 0.8