Three years ago, our client ABC Supply—the nation’s largest wholesale distributor of roofing and other select exterior and interior building products —came to us with a bold vision: to channel their success into something bigger. With strong ties to the veteran community, ABC Supply sought a partnership that embodied their ethos of building something that endures and could leverage their momentum to make an impact where it mattered most. They found that in Homes For Our Troops (HFOT), a nonprofit dedicated to building specially adapted homes for severely injured post-9/11 veterans. 

In 2022, they came to us with an audacious goal: to raise $2 million for HFOT during one of America’s most iconic events—the Indy 500. Our mission? To build a PR campaign that not only celebrated the spirit of our nation’s heroes but took the partnership between ABC Supply and HFOT to new heights. We crafted a strategy that captured the heart of the American spirit—centered around HFOT’s central theme, “Building Homes and Rebuilding Lives.” 

ABC Supply sponsored a striking new car design that honors veterans for the AJ Foyt Racing team—decked out in Stars and Stripes. Our PR blitz helped smash the $2 million goal, delivering 400 million in PR reach, 8.5 million paid media impressions, a 40% spike in HFOT’s website traffic and over 20,000 visitors to ABC Supply’s site. The campaign’s success proved that this partnership was just getting started. 

The 2022 and 2023 campaigns brought major success, raising significant funds to build homes for veterans and solidifying the impact of this meaningful partnership. Marking our third year of driving awareness, we set our sights even higher for 2024 with a $3 million donation goal with a $1 million match by ABC Supply. Here’s how we made it happen—and exceeded every expectation. 

 
The Challenge 

After two years of noteworthy success and a new and ambitious 2024 goal, the challenge was clear: How could we maintain momentum while also engaging an even broader audience to deepen the impact and ensure that this campaign stood out in an increasingly crowded media landscape? 

First, we needed to expand our reach beyond the familiar circles that had supported the campaign in previous years. This required tapping into new networks, engaging diverse audiences and finding fresh ways to connect with people who might not yet be aware of the incredible work HFOT does. 

Second, we had to create a campaign that felt fresh and compelling, despite being in its third year. The story needed to evolve, capturing the continued spirit of “Building Homes and Rebuilding Lives” while introducing new elements that would reignite excitement and encourage participation. 

We knew that exceeding the $3 million goal would not only demonstrate the power of this partnership but also set a new standard for what could be achieved when purpose, passion and community come together. 

 
The Strategy 

Our strategy aimed to garner support from all corners using a multi-pronged approach that combined influencer partnerships and business affiliates to amplify the unifying message that was woven into all of our content. By strategically aligning these separate sectors, we ensured that our campaign not only reached a wider audience than ever before but also deeply connected with those who mattered most.  

Expanding Our Influence: A Personal Connection 

Influencer partnerships aren’t just about numbers; they’re about connection. We knew that to truly resonate, our influencer partnerships had to be authentic and come from individuals with deep ties to the military and veteran communities. These content creators were able to authentically tell a story because of their personal stake in the cause. By giving them the freedom to share their stories authentically, we saw a 90% increase in impressions over the previous year and over 3.7 million people engaged with content that was as heartfelt as it was powerful. 

Partner Power: Mobilizing the Network 

But influence alone wasn’t enough. To reach our ambitious goal, we needed to activate a broader network of supporters. Enter our strategic partners—ABC Supply associates, HFOT donors, business allies and even media friends like The Bob and Tom Show. We equipped them with tailored social media kits designed to encourage engagement without feeling like pressure. The messaging was consistent, the calls to action clear, and the results spoke for themselves. By aligning everyone under a unified message, we created a wave of support that extended well beyond ABC Supply and HFOT’s immediate circles. 

Unified Messaging: A Cohesive Campaign 

At the heart of any successful campaign is a message that resonates. For us, that message was “Building Homes and Rebuilding Lives.” It wasn’t just a slogan; it was the essence of what we were trying to achieve. We ensured that this message was consistent across all channels—whether it was through the voices of our influencers, the posts from our partners or the coverage we secured in the media. By doing so, we created a seamless experience for our audience, making it easier for them to engage, donate and become part of the cause. 

Maximizing Visibility: Strategic Media Engagement 

Visibility was key to our success. We leveraged our relationships with media outlets across the board—from industry-specific publications to mainstream consumer media. We secured placements that ensured our campaign was not only seen but also remembered. The inclusion of media personalities added an extra layer of authenticity, making our message relatable and compelling. This strategic media engagement amplified our reach, ensuring that the campaign didn’t just make a splash—it made waves. 

 
The Impact 

Our 2024 campaign wasn’t just about reaching a goal—it was about what’s possible when an integrated approach weaves together authentic influence, strategic partnerships and cohesive messaging. This campaign proved that when every piece of a strategy aligns perfectly, the impact is nothing short of remarkable. We didn’t just hit the $3 million target; we shattered it, along with these additional impressive benchmarks that will set the stage for next year’s campaign.  

• $5.24 million raised 

• 804 million impressions 

• 8.2 million paid media impressions 

• 4600% increase in CTR 

• 1,500+ media placements 

The campaign not only raised substantial funds but also deepened the connection between ABC Supply, Homes For Our Troops and the communities they serve, setting a new standard for what can be achieved when purpose-driven partnerships are executed with precision.

Need an agency partner that can amplify your marketing efforts? Hiebing can help. Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.