We wanted to create simple yet impactful ways for people to experience or at least feel what Beth and her kids face. So we created short videos that had "moments of darkness" to help put viewers in the shoes of the White family. These videos encouraged people to share and donate as well as pushed viewers to watch the longer form documentary, which details Beth's experience as a triathlete and the family's travels to see all they can before it's too late.

We created a visual device in the form of six teaser videos that were released across the Residence Inn Facebook and Twitter channels. The teasers encouraged users to share/like the video as well as encouraged them to click through to the You Tube long-form video to learn more. For every share, Residnece Inn also donated money towards research to help fight blindness and perhaps even save the sight of the children.

4.2MM Facebook users were exposed to the Race Against Darkness effort via promoted videos over a two-week flight. This exposed a vast number of qualified audiences to the engaging and emotive content, which helped drive donations for the non-profit organization, Oakes Trust. Through advanced targeting tactics, Residence Inn was able to generate 1.2M views of the attention-grabbing video content to the highly qualified target audience members. The content drove a video view rate of 31%, which is above industry benchmark. Overall, the social videos generated over 123K engagements, and received 3,701 shares which surpasses the pre-campaign estimated shares (2,000).