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Company
The Ad Council
Date
December 1, 2023
Industry
Nonprofit AdvocacyMarketing And CommunicationsSocial Justice Advocacy
Job Location
Houston, Texas
Key Metrics & Impact
Campaign EffectivenessAudience Reach ExpansionSocial Impact Amplification
Skills and Proficiencies
Omnichannel Media Direction
Google AdsYouTube AdsInstagram AdsTikTok Ads
Client AdvocacyStakeholder ManagementCollaboration with Corporate PartnersClient Management
TableauCampaign Performance AnalysisROAS AnalysisCPC/CPA OptimizationMarket ResearchMarketing StrategyContent StrategyCampaign StrategyIntegrated MarketingInfluencer MarketingBrand StrategyContent CreationBrand ManagementCause-Marketing CampaignsConsumer Research
Google Marketing PlatformGlobalWebIndex- Campaign Leadership: As Campaign Director at The Ad Council, Josh Weaver led the strategic planning and execution of the $5MM+ "American Dreams" campaign under the Love Has No Labels initiative. This national anti-discrimination campaign targeted 28 states with limited LGBTQ+ protections, focusing on issues related to housing, safety, and employment discrimination faced by LGBTQ+ individuals.
- Creative Direction: They collaborated with cross-functional teams, including creative agencies and media partners, to produce three impactful PSAs. These films addressed key challenges faced by the LGBTQ+ community and engaged diverse audiences across television, digital, and social media platforms.
- Hyperlocal and National Strategy: Josh successfully blended national advocacy with hyperlocal implementation, ensuring the campaign resonated with audiences at both the regional and national levels. This strategy enhanced the campaign's relevance and impact across a wide geographic range.
- Collaboration and Media Partnerships: Josh secured partnerships through media and NGOs, maximizing the campaign's reach. They also worked closely with senior executives to ensure the campaign aligned with broader organizational goals and strategic priorities. This role underscored Josh's commitment to leveraging storytelling to champion shared humanity and foster empathy for marginalized communities