This past holiday season, The Think Farm utilized the power of social media to spread a little love, specifically with Covenant House in Hollywood, the local chapter of a nation-wide organization that provides services and resources to runaway, homeless, and trafficked youth.

First, I mailed this card to clients and collaborators:


Then I posted the #loveintheseason campaign on social media to spread the holiday cheer and really get things going. The idea was pretty standard: The Think Farm and Blue Storm Creative (who generously came in after the cards were sent out) would donate $1 to Convent House Hollywood for every original social media post that included “#loveintheseason” and “@thethinkfarm”.




I was nervous about this because it could be rather embarrassing if the result amounted to little to no hoopla. Imagine shlepping over to Covenant House with a $1 check in hand! You really do put yourself out there when you embark on social media campaigns that ask for audience participation. But as they say, “Nothing ventured, nothing gained.”

We had participants from as far away as the UK and Singapore and several who posted multiple times. In the end, we raised $77 for Covenant House, which we’ll be doubling for a total of $154. It’s not an eye-popping number but it’s not bad for a humble little campaign. Thanks to everyone who took part, including one client and self-proclaimed Grinch who generously donated directly to Covenant House (you know how you are). I think the client may have to admit to themselves that perhaps they aren’t a Grinch after all.