New Tribe Media wins Silver and Bronze Telly Awards for "Second a Day" social media campaign
At New Tribe Media, we pride ourselves on producing compelling, impactful video content that drives real-world results. We’re thrilled to announce that our work has been recognized at the 45th Annual Telly Awards, where we won Silver and Bronze honors for our “Second a Day” video campaign created for Iowa Donor Network.
Honoring Creativity Beyond the Frame
The Telly Awards celebrate excellence in video and television across all screens, and this year’s theme, Beyond the Frame, recognized projects that pushed creative boundaries through innovative storytelling, new formats, and powerful messages. Winning this award is a testament to our team’s dedication to crafting meaningful content that resonates with audiences and inspires action.
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. The campaign launched in April 2023 during National Donate Life Month, with the goal of raising awareness and increasing donor registrations through a highly targeted and engaging digital video strategy.
Strategic Execution & Impact
To effectively reach and educate the public, especially 18-24-year-olds, we distributed the campaign across TikTok, Facebook, Instagram, YouTube, and OTT platforms. Our goals were ambitious:
- Reach at least 1 million views across all platforms
- Target 18-24-year-olds through TikTok advertising
- Secure at least 200 new organ donor registrations from April to May
Not only did we meet these objectives, but we exceeded expectations:
- The campaign was viewed over 1.6 million times across platforms.
- TikTok alone generated 852,000 views, 38,000 likes, and 1,641 shares—with 67% of the audience in the 18-24 age range.
- Iowa Donor Network received 222 web registrations, marking a 26% increase compared to the previous year and achieving the highest April-May registration numbers since the COVID-19 pandemic.
Innovative Storytelling & Production
Several versions of the video were created, including 60-second, 30-second, and vertical edits to maximize impact across platforms. The campaign’s creative direction, featuring real stories and emotional storytelling, played a pivotal role in driving engagement and inspiring action.
Key Contributors:
- Director of Photography: Sam Hoyle, New Tribe Media
- Editor: Chase Seibert, New Tribe Media
- Actors: Sebastian Hoyle, Kaylie Hoyle, Anne Casey (Iowa Donor Network)
- Client: Heather Butterfield, Iowa Donor Network
A Lasting Impact
Beyond the initial campaign success, the impact continues to be felt. Thanks to the effectiveness of this campaign, Iowa Donor Network pivoted their digital ad strategy to invest more heavily in TikTok advertising, which led to remarkable results:
- Nearly 6 million total video views on TikTok in 2023
- Gained 12,500 new followers, making Iowa Donor Network’s TikTok account the largest in their industry nationwide
What This Award Means for Us
Winning Silver and Bronze Telly Awards for this project is an incredible honor. It not only validates our strategic approach and creative execution but also reinforces our commitment to using video storytelling to create meaningful change.
At New Tribe Media, we believe in the power of storytelling to inspire action and drive real impact. This recognition demonstrates how we continue pushing creative boundaries, partnering with purpose-driven organizations, and delivering campaigns that matter.
Looking Ahead
As we celebrate this milestone, we’re excited for future collaborations and new opportunities to tell stories that make a difference. If you’re looking for an award-winning creative partner to tell your brand or mission, let’s connect—because the best stories are yet to be told.
Interested in working with New Tribe Media? Contact us to learn how we can help tell your story.
