A data-driven approach to mentor recruitment.

Big Brother Big Sisters (BBBS) wanted to target male Bigs, or mentors, in the Texas region to help alleviate the number of male Littles (kids). It followed the Amachi campaign, which specifically targeted men of African-American or Hispanic descent. Pennebaker leveraged a variety of digital platforms, moving away from the typical outlets like Facebook, with engaging advertising content and targeted users based on behavior-based interests across the nine BBBS markets.