Dear Host Family
Google & Meta Campaign
A storytelling-driven campaign designed to connect prospective host families with real student experiences.
Project Overview:
The Dear Host Family campaign was a multi-platform digital campaign designed to inspire host family applications by sharing authentic student voices. The campaign shifted from institutional messaging to personal storytelling, creating a more relatable and emotionally engaging experience.
Objectives:
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Increase awareness and interest in hosting an exchange student
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Build emotional resonance and trust with prospective host families
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Deliver platform-optimized vertical video assets for paid and organic distribution
Deliverables:
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Vertical video assets for Meta and Google placements
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Social-first storytelling optimized for mobile consumption
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Supporting copy and messaging aligned with paid and organic use
Creative Strategy:
Rather than leading with institutional messaging, the campaign flipped the perspective: students spoke directly to future host families.
Each video felt personal, warm, and unscripted, highlighting humor, curiosity, and gratitude. This tone helped create an emotionally resonant and approachable experience for prospective host families.
What This Project Demonstrates:
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Social-first campaign thinking
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Emotional storytelling for cause-driven marketing
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Vertical video execution across paid platforms
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End-to-end creative ownership, from concept to launch
My Role:
Led campaign development from concept through execution across video, social, and landing page experiences.
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Campaign concept development and creative direction
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Storyboard creation and narrative structure
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Video editing and formatting for vertical platforms
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Platform-specific optimization for Meta and Google
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Collaboration with internal stakeholders to align messaging and goals
Impact:
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272,000 views
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21 deals
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21k in revenue
Campaign Assets (Meta & Google)
Process & Storyboarding:
To ensure emotional consistency across all formats, the campaign was carefully storyboarded before production.
