Creative Brief: Dear Host Family Campaign
Client: Youth For Understanding - YFU USA
Project: Meta & Google Ads Campaign
Project Overview:
The Dear Host Family Campaign was a multi-platform digital campaign designed to inspire new host family applications by centering authentic student voices. The campaign invited current exchange students to speak directly to future host families—sharing what they hope to experience during their exchange year and expressing gratitude to those who choose to host.
The result was an emotionally driven, social-first campaign built for vertical video across Meta and Google, focused on connection, trust, and real human storytelling.
Objectives:
Increase awareness and interest in hosting an exchange student
Increase awareness and interest in hosting an exchange student
Build emotional resonance and trust with prospective host families
Deliver platform-optimized vertical video assets for paid and organic distribution
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 hopes, curiosity, and gratitude. The tone was intentionally human and heartfelt, designed to lower barriers and make hosting feel meaningful and approachable.
Deliverables:
Vertical video assets for Meta and Google placements
Social-first storytelling optimized for mobile consumption
Supporting copy and messaging aligned with paid and organic use
Vertical Video Assets | Meta & Google:
Process & Storyboarding:
To ensure emotional consistency across all formats, the campaign was carefully storyboarded before production.
To ensure emotional consistency across all formats, the campaign was carefully storyboarded before production.
My Role:
I led the campaign from concept through execution, including:
I led the campaign from concept through execution, including:
Campaign concept development and creative direction
Storyboard creation and narrative structure
Video editing and formatting for vertical platforms
Platform-specific optimization for Meta and Google
Collaboration with internal stakeholders to align messaging and goals
Impact:
I led the campaign from concept through execution, including:
I led the campaign from concept through execution, including:
Campaign concept development and creative direction
Storyboard creation and narrative structure
Video editing and formatting for vertical platforms
Platform-specific optimization for Meta and Google
Collaboration with internal stakeholders to align messaging and goals
What This Project Demonstrates:
Social-first campaign thinking
Social-first campaign thinking
Emotional storytelling for cause-driven marketing
Vertical video execution across paid platforms
End-to-end creative ownership, from concept to launch
