PJ Day Social Media Campaign Rallies Supporters to Help Put Homelessness to Bed

  • Challenge

    Volunteer event organizers needed social media strategy and execution support

  • Solution

    Consolidate and streamline the social media conversation to improve event-focused and year-round awareness and engagement

  • Results

    Strategic content paired with engagement strategies increased awareness, participation and contributions


With PJ Day gaining popularity, its volunteer organizers identified a critical need for social media support. Denver’s Road Home, the 10-year plan to end homelessness, engaged GFM to evaluate PJ Day’s existing social media platforms and strategies, supply social media content and guidance, and engage those proactively promoting the event organically.


PJ Day social media accounts were consolidated into the primary Denver’s Road Home account, streamlining conversations and awareness year-round. In addition, a question and answer plan was developed to address potential issues once the campaign launched.

Drafted posts were shared with sponsors and supporters as they signed on to support the event – including identifying the hashtag #PJDayDEN to aggregate the conversations. PJ Day volunteers were encouraged use #PJDayDEN on promotional materials and event-day signage.

The team used PJ Day and traditional Denver’s Road Home themes on awareness of Denver’s ongoing homeless problem, and played up the Denver Broncos’ Super Bowl run and associated Denver’s Road Home news, including the friendly bet between Mayor Michael Hancock and Seattle Mayor Ed Murray, which involved support for PJ Day if the Broncos were to win.

GFM simplified tracking through a RebelMouse page where #PJDayDEN was compiled from all social media networks. The team also developed lists in Twitter for easier tracking interaction with media and top supporters for the event and on an ongoing basis.


Compelling images and posts drove organically fanbase increases of 10 percent on Facebook and 20 percent on Twitter in less than a month-and-a-half. Facebook posts reached more than half the fanbase, and engagement climbed into the double digits.

On Twitter, over 250 #PJDayDEN tweets reached nearly 700,000 followers, with tweets from Denver-area leaders including media outlets and elected officials using the hashtag to engage around the topic.

Overall, the 9th annual PJ Day exceeded expectations by rallying more than 150 school and organizational supporters, collecting more than 7,500 pounds of donated food and raising more than $280,000 for Denver’s Road Home.