Webinar: Using social to raise awareness and educate a generation

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© 2014 Brandwatch.com

Webinar/Using social to raise awareness and educate a generation

Community Manager

[email protected] | @p_agnew

Phillip Agnew

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Our speakers

Co-founder & Executive Producer

Check One Two

@andrewpsalter

Andrew Salter

Co-founder

Check One Two & Attention Seekers Group

@Si_Tucker

Simon Tucker

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Coming Up

• Measuring the movement

• Real time analysis

• Awareness ROI

• The future

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© 2014 Brandwatch.com4

Don’t be shy/

We’d love your participation

• Ask questions in the

session chat

• Tweet about out

discussion

@brandwatch

#brandwatchtips

A download and recording of the webinar

will be made available after the event

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About/ Brandwatch

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About/ Check One Two

Check One Two

Formed in 2012 by two sets of brothers,

Simon and Andrew Salter, and Simon

and Phil Tucker.

They recognized men were needlessly

dying from one of the most preventable

forms of cancer.

In 2014, #FeelingNuts was born. A

movement focused on raising awareness

about how to check for testicular cancer.

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Brandwatch and Check One Two Join

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Measuring the Movement

Start Capturing the Progress

Total Mentions: 61,000 | #FeelingNuts Retweets: 56,000 | Unique Posts Per Day:

861

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The Importance of Influencers

Join the movement

@check_one_two by

tweeting a pic of you

grabbing your crotch:

#Feelingnuts

bit.ly/crotchgrab everyone

is doing it!

Ricky Gervaus @rickygervais

170 RETWEETS | 344 FAVORITES

Stephen Fry @stephenfry


Hugh Jackman @RealHughJackman


I accept #feelingnuts raising

awareness for testicular

cancer. I nominate

@ActuallyNPH

@michaelstrahan

@rickygervais

.@rickedwards1 Get a load

of this! #feelingnuts I

nominate @RedHourBen

@aaronpaul_8 @arnettwill

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Analyzing the Influencers

1. Conor Maynard

2. Union J

3. 5 Seconds of

Summer

4. Hugh Jackman

5. Neil Patrick Harris1

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Real-Time Analysis

The movement culminated in a 90 minute comedy television show broadcast on

Channel 4. Using Brandwatch, Check One Two were able to measure the social

success of the show in real time:

The movement

was seen up to

56 million times

online during

the broadcast

75 countries

saw Tweets

about the show

One new Tweet

posted every

1.5 seconds

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Minute by Minute Volume During the Show

1. Show Starts

2. One Direction appear on screen

3. Lad Bible tweet support

4. The Sport Bible tweet support

5. ELLE Magazine tweet support

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Minute by Minute Celebrity Mentions

1. Jack Whitehall

2. One Direction

3. Jamie Laing

4. Nina Conti | Jimmy Carr

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Minute by Minute Gender Comparison

1. Show Starts

2. One Direction appear on screen

3. Lad Bible tweet support

4. The Sport Bible tweet support

5. ELLE Magazine tweet support

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Testicular Cancer Conversation – Real ROI

By far the greatest achievement of Check One Two’s movement was the significant

rise in conversation about testicular cancer.

Their social

strategy led to a

symbolic increase

in testicular

cancer

awareness

Mentions about

testicular cancer

have increased

since the

campaign began

Conversation

about testicular

cancer grew

eight times

higher then

average

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The Future

40%

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brandwatch.com/blog

[email protected]

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@brandwatch

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Webinar: Using social to raise awareness and educate a generation

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Transcript of Webinar: Using social to raise awareness and educate a generation