Institute for Creation Research | Alchemy at AMS
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Institute for Creation Research




Custom logo design, responsive microsite, social media strategy and execution, video

Brand Strategy, Digital Marketing, Integrated Campaigns, Social Media, Video Marketing
About This Project

Alchemy at AMS collaborated with the Institute for Creation Research to produce a 12-episode DVD series on creation science targeted toward Christian millennials. To promote the series and expand their reach, Alchemy at AMS launched a 18-week digital and social media campaign dubbed “URcall,”which explored conversations around science and faith. Specifically targeting Christian millennials who were unfamiliar with creation science, the campaign sought to empower them with information to make a personal decision about their position on Biblical creationism.

Each week, the URcall team strategically rolled out campaign assets through social media to drive traffic to the website at, Facebook, and Twitter. Over the course of the campaign, the Alchemy team generated 30 microvideos that revealed interesting facts about creation science, bi-weekly blogs about popular culture and Christianity, as well as a full social media schedule to share a consistent message encouraging the audience to learn more about creation science. The Alchemy team collaborated closely with the ICR team throughout to ensure that responses to social media were appropriate and provided the ICR team with weekly reports on social media and web traffic, which showed strong growth during the campaign. The URcall site has now been absorbed into ICR’s main outreach website.