A Case Study
Problem: A health related nonprofit with important information regarding hearing loss needed a compelling way to raise awareness about the organization, its mission and to drive viewers to their website and YouTube video.
Solution: Connect360 organized a full-scale social media outreach campaign to generate support for the PSA initiative. A targeted list of bloggers and key influencers was developed based on their areas of interest, subject of platform, estimated audience reach, frequency and timeliness of blog postings, Twitter following and Facebook page influence. Custom campaign awareness banners were designed to complement the organization’s website and made available to the bloggers. Bloggers were also given the opportunity to interview organization experts on hearing health. Extensive pitch efforts were organized to secure campaign placements and a social media press release was distributed for additional campaign support. Using monitoring software, Connect360 tracked the campaign across numerous social media outlets to measure the campaign’s impact online.
Results: Connect360 secured over 180 social media placements, including blogs, Twitter and Facebook features. There were nine featured interviews by a campaign spokesperson, including interviews on Healthline.com and Fox News.com. These online interviews also resulted in a broadcast feature story on NBC-TV affiliate, KETK-TV. Overall the social media campaign reached more than six million online viewers and generated a 662% increase in views of the organization’s PSA video on YouTube.
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