First Drafts

Social campaign for first drafts’ launch

Mel Weber, the founder of First Drafts created her nonprofit to show the world that it’s never too late to make new friends or try new things. The concept is that the first draft should be done rather than perfect, so the First Drafts Adventure Club was formed.

Show up as you are - with no expectations - make new friends, try new things.

We wanted to capture that fun essence by creating 10 social media posts to help promote the launch of her new club.

We had 5 top of funnel ads that captured wider audience attention, 2 UGC (user generated content) ads from club members that participated in their beta-launch, one organizational ad, one testimonial, and one informative ad.

This mix of content was a great way to slowly move social viewers from the top of the awareness funnel all the way to considering joining the next First Drafts Adventure!