Prue Watson
-
Upload
norfolk-chamber-of-commerce -
Category
Documents
-
view
86 -
download
0
description
Transcript of Prue Watson
CANCER RESEARCH UK#nomakeupselfie
What happened – Tuesday evening…
This appeared overnight…
4
“How’s a selfie going to help cure cancer?”
We were being asked…
Facebook post
• 5.1m reach
• 196k likes, comments and shares
This became our most shared content ever.
So we shared this…
6
Selfies started to include proof of donation…
Facebook post
12m reach(6m paid)
568k likes, comments and shares
Within 24 hours, more than £1 million had been raised…
8
This became our most retweeted tweet ever…
Potentially reaching 10 million Twitter users…
Celebrities started getting involved…
Facebook post
10m Reach(5m paid)
390k Likes, Comments & Shares
A day later £2 was donated and our posts continued to reach millions…
Facebook post8.8m Reach
190k Likes, Comments & Shares
This post was the most likely to generate interaction.
We tweeted our final donation total…Interest was so high that the post received a million clicks
and a 15% engagement rate
Facebook post
3.6m Reach
152k Likes, Comments & Shares
We gave everyone a badge to share across their networks…
13
How many people did #nomakeupselfie reach?
• Total mentions of #nomakeupselfie – 181,697
• Total mentions of ‘nominate’ alongside #nomakeupselfie – 5,982
• Uses of #nomakeupselfie with Cancer Research UK – 41,430
• This resulted in a 216% increase in mentions of Cancer Research UK during #nomakeupselfie trend compared to benchmark period two weeks earlier
14
People were talking about #nomakeupselfie across the world
15
What were people talking about?
16
What impact did this have on our social media channels?
• Our Facebook page grew by a massive 221,000 fans during #nomakeupselfie
• Our Twitter fans grew by 17.7K- 216% increase in followers*- 219% increase in mentions- 737% increase in retweets
• On Instagram, we saw more than 130,000 public mentions of #nomakeupselfie
- Over 815 interactions with our content – we see half of that on
an average week- Hundreds of new followers
17
638 pieces of coverage
Reached 80 per
cent of UK adults
Blanket coverage
across national & regional
media
What happened in the news?
18
Blanket coverage appeared across national and regional including print, online and broadcast including interviews on the ITV lunchtime national news, CNN, Radio 1 Newsbeat and
Channel 5 News
In the news…
What impact did this have on other areas of Cancer Research
UK?• Traffic from social media rose to
13% from an average of 0.5%• Visits and sign ups to Race For Life
peaked • Our search visibility rose
significantly the week after #nomakeupselfie
• This has left a halo effect – we now appear as the second Google results after JustGiving for the donate term
21
• Out of hours social media cover is essential• Creating simple, engaging content helped drive the campaign• Promoting text code key to driving donations on mobile• Content that users can easily replicate and own themselves works• We should embrace unique opportunities that are not started by us
What did we learn?
22
What did we learn? • Our brand messaging of making people aware that you need to DO
something to help cure cancer is working• ‘Offline’ channels can amplify a digital first campaign with a massive
effect• Our messaging and brand can be global, even if our text codes can’t be• Instagram is a major player and we need to keep using it
23