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.
Knowledge Moves Us.
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.