40 Days Campaign
This was a new initiative launched in 2019 to engage and grow the audience at Our Daily Bread Ministries in a fresh, strategic way. A content package was developed to supplement the annual Easter campaign, serving as the primary driver of year-over-year email subscription growth for our Easter reading plan—jumping 326% from just over 15,000 in 2018 to more than 50,000 in 2019. The campaign also created new touchpoints for audience engagement across social, email, and web. Its success directly informed the development of a similar initiative for the 2019 Christmas season.
The primary components of the campaign included a 40-day social media content strategy and a downloadable PDF devotional, which was made available through email signup.
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The social media content was uniquely tailored to each platform. Facebook audiences received one post per day, while Instagram audiences were shown two story segments per day. In addition to the promotional graphics, the campaign featured nearly 130 unique static designs for social media content alone.
Promotion began in advance via existing social media channels, targeted email campaigns, and the Our Daily Bread website. These efforts activated our existing audience while also reaching new users through paid social media advertising. I designed the promotional email that introduced and distributed the downloadable PDF resource to our subscriber base.
To add another layer of engagement, each week’s social media content was supported by a coordinating video that I produced, helping to reinforce the message and sustain momentum throughout the 40-day campaign.