Children's Miracle Network

"WARM&FUZZY FEDERATION" What’s the real impact of a social post, Like or Tweet? That’s what we set out to answer in when we launched The Warm&Fuzzy Federation, a goodwill experiment to make the world a kinder, gentler place. To celebrate the Year of the Rabbit, we asked people to do as rabbits do and spread warm&fuzzies in the form of kind words or deeds. The only caveat was that they had to share their deeds via social media posts on our site, or their Facebook page or Twitter feed. To prove our impact, we created a unique set of algorithms to track every social share (post, like and retweet) across every imaginable platform. It was the first time someone was able to show the real-time impact of a single social share.

"WARM AND FUZZY FEDERATION" CASE STUDY VIDEO

"WARM&FUZZY FEDERATION" HOME PAGE

We created a visually compelling and technologically innovative website to house all Warm&Fuzzy activity from our native environment, Facebook and Twitter. The site experience allowed users to declare and share Warm&Fuzzies, as well visualize the spread of Warm&Fuzzies across the nation as bunnies multiplying on a map. In addition, they could explore our multi-media blog for Warm&Fuzzy inspiration.

"WARM&FUZZY FEDERATION" MAP CONNECTIONS

In order to track the ripple effect of social media actions from a native environment, Facebook and Twitter, we had to build an entirely new website ecosystem from the ground up. Using an innovative mash-up of social media APIs, a custom Google Maps app, and a RESTful services layer, we created a way to aggregate, track and visualize the real-time, cumulative impact of every Warm&Fuzzy through its entire social trajectory. This new functionality allowed users to see how many Likes and Retweets each Warm&Fuzzy received.

"WARM&FUZZY FEDERATION" FACEBOOK

Users could declare their Warm&Fuzzies using our custom Facebook app and help spread the cause via their own walls.

:WARM&FUZZY FEDERATION" TWITTER

Users could also contribute Warm&Fuzzies on Twitter. Celebrities like Marie Osmond, Ms. America Teresa Scanlan, John McLaughlin, Tiffany Thornton, Mark Wills, Zach Carter, American Idol winner Kimberly Caldwell, and Edi Gathegi helped generate over 500,000 impressions on Twitter.

" WARM&FUZZY FEDERATION" GRASSROOTS PROMOTIONAL TACTICS

Without any paid media driving the campaign, we used a series of grassroots tactics to promote it online and offline. Online, we started a YouTube Channel and blog to showcase a series of branded and unbranded viral videos to drive awareness and inspire people to join us.

"WARM&FUZZY FEDERATION" GRASSROOTS PROMOTIONAL TACTICS

To rally local communities around our cause and increase participation on the ground, we started a competition between CMNH’s 10,000 hospitals nationwide to see who would win the $10,000 donation.

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