American Friends of the Hebrew University

Bubbe’s Apps
The Challenge

American Friends of the Hebrew University (AFHU) is a nonprofit founded by Albert Einstein to support the Hebrew University in Jerusalem, a university known for its Nobel Prize winning research. AFHU came to us to help us attract a younger donor base through a branded and content campaign. We created a “Bubbe” character, a lovable grandma who helped translate the groundbreaking science in Israel to American audiences.

The Solution

Knowledge Moves Us.

The results

The content campaign doubled the engagement rate of the industry standard. Bubbe videos went viral, garnering +6mm impressions and reaching +1mm people on social media alone, with over 7k reactions and comments. The campaign also received coverage on Jewish Philanthropy sites to attract more potential donors.

Online video

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from the client
Eileen Hume
Chief Marketing Officer

“Everything that OBERLAND has brought to the table has been great: a responsive, can-do attitude; clarity of purpose and message; stellar account management; and expertise that will help bring our organization to new heights.”