east africa emergency campaign at unicef uk
TRANSCRIPT
East Africa Laila Takeh Head of Digital EngagementUNICEF UK
Key phases
Month Phase title Focus
July Children's famine Emergency response
August Time to share Repackage
September & October
Eddie Izzard Celeb opportunity
November The Royal visit Celeb opportunity
Emergency response: integrated
Owned
● Homepage takeover
● Landing page● Warm emails● SMS broadcast● Content
Bought
● Search● Banners● Press with SMS● DRTV with SMS
Earned
● Facebook● Twitter● Bloggers● Journalists
Time to share
http://youtu.be/j-BlJ9BIM0E
● Refreshed messages
● Corporate activation
● Social push #timetoshare
Eddie Izzard
● 'Live' map● Video diary● Eddie's tweets● TV programme
http://youtu.be/wQUiy518mCo
The Royal visit
● Live tweets● Global landing
page● Influencer
engagement
Reached 220MTrending topic on twitter
Lessons
● Templates
● Tracking: multiple SMS codes confuse
● Assets: gather, create, repackage
● Search: The basics work!
Thank you
Thanks, any questions?
Laila Takeh Head of Digital EngagementUNICEF UK
Twitter: @spiralsEmail: [email protected]