1. Abraham Harrison Case Study
Unity Productions Foundation:
Championing A Cause Online
September 2011
2. Abraham Harrison: Case Study – Unity Productions
Foundation
Challenge:
Generate widespread coverage and views of a new video
by Unity Production Foundation called “My Fellow
American” a campaign promoting the core American
values of racial and religious tolerance in post 9/11
America.
The team at Unity Production Foundation (UPF) wanted
to garner views for their new video short “My Fellow
American” in the months proceeding the 10 year
anniversary of September 11th.
In addition to video views, UPF wanted to encourage
Americans to share their personal stories about positive
experiences with their Muslim-American neighbors and
re-encourage a mindset of tolerance and peace that has
considerably suffered in our country since September
11th.
Abraham Harrison’s challenge was two-fold: drive
viewers to the My Fellow American video, and increase
traffic to the My Fellow American website.
3. Abraham Harrison: Case Study – Unity Productions
Foundation
Strategy/Tactics:
Tap thousands of impassioned bloggers to reach
millions of readers and dominate the search
results with the end goal of increasing
awareness, encouraging sharing, and generating
video views.
The team at Abraham Harrison implemented a
comprehensive, multi-staged and highly targeted
blogger outreach campaign to encourage
bloggers to share UPF’s video with their readers.
As each of these bloggers expressed interest,
the team at AH responded to them individually,
encouraging them to post and providing them
with any additional information they found
necessary.
Sample of AHLLC secured posts
4. Abraham Harrison: Case Study – Unity Productions
Foundation
Results:
Since the release of the “My Fellow American” short the
YouTube video has garnered over 160,000 views with
that number increasing by the thousands daily.
Over 1,387 bloggers responded to Abraham Harrison’s
outreach resulting in over 800 posts sharing the My
Fellow American video in two months.
When AH began working with UPF to promote the “My
Fellow American” video in July, the video had just
launched, and had only a few hundred views. In just two
months, the posts secured by Abraham Harrison’s efforts
garnered over 59 Million impressions. These
impressions resulted in thousands of people sharing and
commenting on the video.
5. Further Questions?
We look forward to speaking with you again soon!
Mark Harrison
CEO Abraham Harrison
www.abrahamharrison.com
mharrison@abrahamharrison.com
+1.202.657.4769
