New Tribe Media wins Best of Category at 2024 AMA Iowa NOVA Awards for social media
At New Tribe Media, we are honored to be recognized at the 2024 American Marketing Association Iowa NOVA Awards, winning Best of Category in Social Media for our impactful “Second a Day” campaign, created in partnership with Iowa Donor Network.
Recognizing Social Media’s Power in Marketing
The NOVA Awards highlight the role of social media in driving meaningful marketing results, from research and strategy to execution and engagement. This award affirms the effectiveness of our innovative approach to leveraging digital platforms for social impact.
About the Award-Winning Campaign
The “Second a Day” campaign was developed as a paid digital ad campaign for Iowa Donor Network, a nonprofit organization dedicated to facilitating organ, eye, and tissue donation in Iowa. Launched in April 2023 during National Donate Life Month, the campaign aimed to raise awareness and increase donor registrations through a highly targeted digital video strategy across multiple social platforms.
Objectives & Strategy
To reach a broader audience, particularly 18-24-year-olds, the campaign leveraged TikTok, Facebook, Instagram, YouTube, and OTT platforms with the following goals:
- Achieve at least 1 million views across all platforms.
- Target 18-24-year-olds via TikTok advertising.
- Secure at least 200 new organ donor registrations from April to May.
Partnering with New Tribe Media, Iowa Donor Network launched its first-ever paid campaign on TikTok, recognizing the platform’s influence among younger demographics. The $15,000 digital ad investment was carefully structured to maximize reach, engagement, and conversions.
Execution & Tactics
- Created multiple video versions (60-second, 30-second, and vertical edits) for various platforms.
- Allocated $3,000 for TikTok advertising, ensuring precise targeting of the 18-24 demographic.
- Emphasized emotional storytelling to illustrate the real-life impact of organ and tissue donation.
Campaign Results & Impact
The campaign exceeded all expectations, generating significant engagement and driving impactful results:
- 1.6 million total views across all platforms.
- 852,000 TikTok views, 38,000 likes, and 1,641 shares, with 67% of the audience in the 18-24 range.
- 222 new donor registrations, marking a 26% increase over 2022 and the highest April-May registration numbers since the COVID-19 pandemic.
A Lasting Digital Impact
The success of this campaign led Iowa Donor Network to shift its digital strategy, allocating more ad dollars to TikTok advertising and increasing organic storytelling efforts. The impact was undeniable:
- Nearly 6 million total video views on TikTok in 2023.
- 12,500 new TikTok followers, making Iowa Donor Network’s account the largest in its industry nationwide.
An Award-Winning Collaboration
This recognition by AMA Iowa underscores the power of strategic social media marketing to drive awareness, action, and long-term change. The “Second a Day” campaign is a testament to the importance of innovation in digital advertising, and we are proud to have played a key role in its success.
Winning Best of Category in Social Media at the 2024 AMA Iowa NOVA Awards is an incredible honor and highlights our dedication to leveraging digital platforms for impactful storytelling.
At New Tribe Media, we remain committed to delivering impactful storytelling and digital campaigns that inspire action. We are grateful for our partnership with Iowa Donor Network and look forward to continuing to push the boundaries of social media marketing.
Looking Forward
As we celebrate this milestone, we are excited for future collaborations and new opportunities to leverage social media for social good. If your organization is looking for an award-winning creative partner to elevate your brand and mission, let’s connect.
