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USA CHARACTER WITH A CAUSE Case Study

For the better part of a decade, our “Character with a Cause” franchise has been a mainstay on USA, showcasing real people doing amazing things in the world who inspire others with their personal stories.

We’ve found these “Characters” all over the country, and shot in over 7 states… identifying the best, most relatable personalities within the sponsors’ companies, as well as finding unique characters that relate to the sponsors’ cause.

We developed, built, and helped launch one of Food Network’s biggest activations – the first-ever Fantasy Kitchen Giveaway.

After working on many Scripps home giveaway campaigns for HGTV, we helped Food Network develop a new tentpole content experience of their own, spanning linear, digital, social and print platforms, and delivering entertaining advertiser-driven storytelling for the culinary audience.

MULTI-SPONSOR

We’ve helped USA pair many brands with great causes under the CWAC banner.  Our team managed every aspect of this project from concept through production, post and delivery of multiple creative executions on multiple platforms.

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MICRO-SITE

Throughout this storied run, we’ve supported a microsite destination developed by USAnetwork.com featuring extended versions of the on-air campaigns, as well as more information for the causes we championed.

This online destination gave viewers the opportunity to actively participate in the cause, linking from USA to these pro-social initiatives for cancer research (Bayer, Nationwide), sustainable energy (SC Johnson), youth programs (Hershey), among many more.

These extensions allow for a much greater impact for both the network and the causes, which is what’s most important in making something good in the world – and what we’re all about.

MEASURING SUCCESS

USA’s “Character With A Cause” has stood the test of time, proving that branded content can have legs when done the right way and for the right reasons.

Even after undergoing a network refresh, our beloved franchise continues today – now known as USA’s Change Makers.

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