DIOCESE OF BROOKLYN

Appealing to the masses

Ruckus was tasked with developing campaigns to increase attendance at mass and appeal to a younger demographic across one of the most populous and diverse areas in the world, Brooklyn, New York.

Be bold

Ruckus conducted extensive target market research, then used that knowledge to strategically craft design and messaging for the intended audience, bringing a risky proposition to the Diocese: be bold.

2.6 million media impressions

The campaigns, dubbed "The Original Hipster" and "It's Never Just a Selfie," went viral, earning national media attention. The Original Hipster campaign alone achieved over 2.6 million media impressions and returned an estimated $1.6 million in earned media from an approximately $14,000 ad buy.

Church leaders noted a substantial increase in attendance at mass and a notable rise in youth participation following the campaigns.