It all started with the insight that the kids we are supporting spend so much of their time in bed. How could we be true to the cause by celebrating them, but also in a way that could raise awareness for our campaign by capturing the hearts and minds of potential supporters? Our answer was Bedstock: an entirely online and in-bed music festival and the perfect act of solidarity to connect to the mission of the charity. To do this, we reached out to well-known musicians, bands, etc. and asked for their participation to perform, pro-bono, from bed. Artists in their own intimate settings (their bedrooms), performing from the heart was a beautiful, powerful way to highlight the core belief of the organization: that the joy of music is a powerful healing force.

The campaign was launched and lived via our mobile and desktop responsive website (bedstockfest.com), owned social channels (Facebook, Twitter, Instagram, YouTube), and the social channels of our networks and influencers. All video performances, information, and campaign collateral were solely hosted on digital platforms. In order to truly make Bedstock feel like a music festival, all of our performances and the bulk of our push on social channels took place on Giving Tuesday (Dec 1 2015), driving awareness of the program and driving for donations.

As a result, a brand new audience was created, spawning mass awareness and over 42MM social impressions and a combined effort of 137MM Media Impressions. With awareness as our goal, we tapped into an influencer network of musicians to headline the performances, engaging an audience aged 18-35 (61% of visitors) who are a highly active group of social sharers. On Twitter alone, 9,439 mentions by 7,165 unique participants generated over 42.3 million impressions. 82% of mentions were in the form of re-tweets, indicating high-impact artist tweets were amplified by fans. Aside from growing and creating a new audience and educating/informing them on the healing powers of music, Bedstock raised 5x more donations than the previous year's campaign, beating set targets and helping to expand the program to more sick kids across the country.