During Religious Freedom Week, the USCCB invites all Catholics to pray, reflect, and act to promote religious freedom. Using unique short-form video content, YLD ran a successful Sprint campaign to reach Catholics in the digital sphere to amplify this effort.
Catholics are especially called during Religious Freedom Week to reflect on the value of religious freedom, which allows Catholics and people of all faith traditions to live out their faith in public. It allows for the full expression of the Catholic faith, including in areas such as the seal of the confessional, the adherence to moral convictions in healthcare practices, and the protection of sacred spaces. Yellow Line Digital was honored to perform a Sprint for the USCCB for Religious Freedom Week 2023 in order to raise awareness and interest for this critical cause.
The Strategy
We published videos featuring prominent figures in the U.S. Catholic Church, including Bishop Barron, Bishop Daly, and Cardinal Dolan, to garner attention and interest in religious freedom.
Strategy Statement: “Through short video ads of harrowing experiences and comments from bishops and influencers on social media, the USCCB will raise awareness of the plight of religious freedom in the U.S. and bring American Catholics nationwide to awareness of the specific threats and actions to promote this invaluable right.”
The Goal
Yellow Line’s goal was to increase awareness and interest in religious freedom and inspire actions and prayers for this right. We set the following measurable objectives:
300K video views
75K 15-second views
30K (10%) complete views
The Results
We exceeded our goals! With our video content, we garnered 301K total views, with 102K of those reaching at least 25% of the video and another 43K being complete views. The final retention rate of 14.4% was well above our original goal of 10%.
301K video views
102K 15-second views
43K (15.4%) complete views
Furthermore, Instagram ads drove nearly 1,200 clicks to the USCCB site. YouTube drove over 1,500 clicks, while TikTok drove over 300 clicks in addition to over 11,000 likes.
The Insights
This Sprint campaign was a testament to our ability to create invaluable content quickly and the effectiveness of that content in engaging our audience. Religious freedom is a hot topic, and these videos proved able to drive engagement, traffic to landing pages, leads, and awareness for actions, events, and new initiatives.
Hear what our client has to say about our work:
“We have used Yellow Line Digital to market our annual religious freedom awareness campaign for several years now, and I have always appreciated the way the YLD team looks to try new ideas each year. Our budget is small, so it is especially important that we find ways to be efficient. In past years, we typically had YLD create images and messages that aimed to drive people to our webpage. This past year, YLD suggested that we try using short videos, in which bishops share their personal stories about why religious freedom matters. Rather than clicks, our key performance indicator was video views. The campaign proved effective, as we exceeded our goals for video views. As a bonus, the campaign also drove a considerable number of people to our website. With a low spend and relatively little staff time—since the only thing required was to contact the bishops or their diocesan communications directors—YLD helped us to spread our message widely.“
— Aaron Weldon, Religious Liberty Program Specialist, USCCB
With this successful Sprint for the USCCB’s Religious Freedom Week, Yellow Line Digital is progressing towards its goal of helping society heal from vice and grow in virtue through its work in the digital world. Have a digital goal you want to explore? Chat with our President, Joe!
