THE ASK
In a time of great tumult for The United Methodist Church, UMComm considered going quiet with its advertising and marketing efforts. LOOMIS encouraged them to embrace the moment to reach out to the seeker audience.
THE INSIGHT
“Seekers” have an interest in spiritual matters or seek something better spiritually in life, but they do not yet attend church, or have lapsed. If they’re looking, they often felt discouraged that they haven’t found the right community for them or their families. Millennials between the ages of 21 and 38 struggle with loneliness more than any other segment and are in search of a welcoming community where they can make friends and find support.
THE CONCEPT
We wanted to show how involvement in The UMC community can make a real impact on Seekers’ lives. The campaign not only shows moments in life that everyone struggles with, but also links these moments to a counterpoint within The UMC community. We’re all in this together and being part of the Church helps us get through trying times.
DIGITAL/SOCIAL
Seekers are on a journey to find something bigger than themselves. It’s the Church’s desire to develop a relationship with Seekers and guide them along this spiritual journey. Our digital strategy reflects that journey with purpose. But inviting someone into the Church is not a simple 1:1 transaction as in the retail or e-commerce space. Through brand-awareness channels (ConnectedTV, Programmatic Video and Social), we led Seekers to a library of content on the Church’s website where they can explore blogs, videos and social content designed to help them connect with the UMC community. We expanded the invitation through The Compass newsletter, which explores the spiritual impact of trending topics and offers further community engagement opportunities. Then we drove sign-ups through retargeting.
