A series of wildfires in November 2017 devastated the Sonoma region of northern California near the headquarters of Art.com, the world’s largest online retailer of high-quality wall art. With employees, friends and families impacted by the fires, the company wanted to give back to those affected – and fast.
Our challenge: Find a meaningful way to give back during retail’s busiest season, when Art.com already had a full plate and year-end budgets were tight.
We launched Art Means More, a new Art.com program created to help people recover something they may have thought irreplaceable: family portraits. Partnering with a photographer, Art.com offered three days of free family portrait sessions in December, with printing and framing completed on site. Hyper-local media outreach helped get the word out to impacted families.
Art.com also developed “Our Roots Run Deep,” an exclusive print to benefit wildfire survivors, and followed it a year later with the print “California Rising,” as the state continued to endure one of its worst wildfire years in history. All proceeds from the exclusive prints were donated to the California Foundation’s Wildfire Relief Fund.
Fox San Francisco and Fox Sacramento television stations covered the photo sessions, and video and online articles from each were syndicated more than 20 times in local and nonlocal markets, including Dallas, Atlanta and New York, garnering nearly 20 million earned media impressions. Most importantly, over 50 families began to rebuild their lives with new memories.