Alabama Foster Kids

Background.

Alabama Foster Kids, an organization dedicated to creating bridges between children in need and loving families, had an issue. Even at the peak of the digital age, their story lacked awareness. They had a basic informational web page buried on a government website, and as a program, they had never tapped into the power and reach of digital marketing.

“We're immensely grateful to HLM for bridging children with loving homes. A true testament to impactful storytelling and creative marketing."

— Valencia Curry, Director - Children and Family Services Foster Kids

Year-Over-Year Results Connecting Families with Children.

Ads Delivered

Website Sessions

Conversions

Goal.

We met with Alabama Foster Kids to learn about their program, the children they place, and the families that felt called to help. Together we set a simple, yet profound goal to increase child placement by using the magic of storytelling through digital avenues

Approach.

Our team knew that fostering wasn't a snap decision. Families think, ponder, and engage with shared stories to help guide them to the next step. Our digital strategy focuses on removing barriers and promoting joy and fulfillment for both the child and their foster families.

With the help of the team at Alabama Foster Kids connecting us with families excited to share experiences, our team had amazing content to produce and optimize for search engines, ensuring their program and messages would appear when hopeful parents-to-be started their search.

Engaging Videos.

Since 2020, video content has proven itself as an emotional tool. HLM produced compelling short story videos with actual families from the Alabama Foster Kids programs and used them to create heartwarming digital campaigns. These weren't just advertisements – they were snippets of real stories, aiming to connect with the potential foster parents on a deep emotional level.

Foster & Adoption Programs

Kinship Program

Nick Saban Promo

Social Media Advertising.

HLM knew social was one of the best channels to share heartwarming stories. Our campaigns used both static and video content that highlighted family testimonials, shared experiences, and inspirational videos that included local influencers Nick Saban, and Bruce Pearl. Alabama Foster Kids experienced an impressive 8% CTR (click-through-rate) and strong engagement from the ads.

Campaign Results:

2,152,993 Impressions Delivered
51,263 Clicks
2.38% CTR - (Avg Facebook Benchmark .90%)
495,662 Audience Reach

Google Display & Remarketing.

We bolstered the campaign impact with a remarketing layer to stay top of mind with families who connected with the campaign and keep with them every step of their decision-making journey.

CAMPAIGN RESULTS

122,823 Impressions Delivered
5,691 Clicks
4.63% CTR - (Avg Facebook Benchmark .90%)
5,525 Audience Reach
128 Conversions

Landing Page.

For those who clicked on an ad or video, custom landing pages shared more about the foster care journey. Whether it was a kinship video or insights into the fostering process, it was designed to comfort, educate, and guide.

Conclusion.

In 2023, the impact was undeniable. With over 2.5 million ads circulating, the website traffic surged, marking 24K to 30K sessions. From a starting point of zero inquiries, the number jumped to an impressive 95 inquiries – each representing a potential new home for a child.

HLM's collaboration with Alabama Foster Kids demystified the fostering process, revealing the beautiful journey it truly is. The campaign was not just about numbers; it was about opening hearts and homes. By sharing genuine stories, HLM and Alabama Foster Kids invited families to be part of a larger narrative, one where every child finds a place they can call home.

Many in the state had been unaware of the Alabama Foster Kids program. HLM brought it to light and ignited a passion within the community. Their creative storytelling was the heart of the campaign, but the message was clear: "You don’t have to be a perfect parent. Fostering is more accessible than you think. If you have a heart for it, if you feel the call - respond."

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Alabama Foster Kids.

From Unseen to Unforgettable: How Digital Storytelling Transformed Lives in Alabama's Foster Care Programs.

Background.

“We're immensely grateful to HLM for bridging children with loving homes. A true testament to impactful storytelling and creative marketing."

Year-Over-Year Results Connecting Families with Children.

Goal.