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One Girl With Courage is a Revolution
Integrated Digital Marketing Campaign for Events Promotion | 2017
girl rising events campaign
Every year, this charity helps more than 100 million people around the world to overcome poverty and injustice. They believe a good education for both boys and girls is a foundational building block for individuals, families, and communities striving to escape poverty.
The Campaign
The aim of the Girls Rising Campaign was to encourage Irish Women and men to take a moment to understand and talk about the rights and role of women in the world. Poverty is a major barrier to secondary education, especially among older girls. Many are denied access to education because of early marriage and other cultural practices. Even gathering water is often a burden that prevents girls from going to school.
The movie Girl Rising is a ground-breaking critically acclaimed film that spotlights the stories of nine unforgettable girls born into unforgiving circumstances. It was directed by Academy Award nominee Richard E. Robbins and is narrated by Liam Neeson, Cate Blanchett, Selena Gomez, Salma Hayek, Alicia Keys, Meryl Streep, and many others . The film captures their dreams, their voices and their remarkable lives.
The Challenge
We created a fully integrated, multi-channel digital campaign to:
• Raise Awareness of the condition of girls and women in the world
• Generate leads through website sign ups
• Acquire registrations to Girl Rising movie screenings all over Ireland
We devised a simple navigation system for the landing pages, making it easier for users to watch excerpts from the movie , register for events, raise awareness and sponsor a girl.
A combination of digital marketing activities included Google Adwords, Banner Advertising, Facebook, Twitter, Youtube, Pinterest, SEO, Affiliate marketing, Email Marketing and remarketing.
SOCIAL MEDIA MARKETING
Facebook and Twitter ads were created targeting Irish Males and Females from 18 to 65+
SEARCH ENGINE MARKETING
Google Adwords Search and Display campaign were set up. The Google Search campaign in particular was set up on the charity Google Grant's account. The website was optimized for search engines
Strategy and Implementation
The main focus was on lead generation and awareness. Bespoke child sponsorship landing pages were created and tested, with clear CTA’s and messaging. Content was constantly revised using user’s’ behaviour analysis and A/B testing. As 60% of the traffic comes from mobile, our creative design team’s goal was to make the mobile experience seamless and encourage social shares.
Events Campaign
A movie screening for Girl Rising was shown in eight different cities around Ireland. Landing pages and competitions were created for each event.
Custom audiences were created on various channels to target audiences on the database and to target people within a geographic radius where the events were taking place.
AFFILIATE MARKETING
Online banner ads were published on local news websites to raise awareness about the events including national; Entertainment.ie and local pages; thecorknews.ie, connachttribune.ie and galwayindependent.com, among others.
EMAIL MARKETING
All leads collected through the the campaign were used in subsequent nurturing email campaign to increase donations to the charity website
Movie Registrations Online
We created two Landing pages for the stories of two of the charity's sponsored girls, taken from the Girl Rising movie: the story of Azmera, a girl from Ethiopia who said no to early marriage and the story of Ruskana, a girl from India who achieved her dream of getting an education despite living on the streets with her family .
We devised a simple navigation system for the landing pages, making it easier for users to register to watch the movies for free once they filled in their name and email address. The focus was on collecting email addresses for nurturing programmes. People were targeted nationally around Ireland on Google Search & Display, along with Social Media.
The ads were complemented by content created on the website, posting organically across social media including; Facebook, Twitter, Pinterest, and Instagram and through Email Marketing.
Users who dropped out the conversion funnels were remarketed to through the use of Adroll.
Awareness Campaign
A landing page and Infographic were created in occasion of the International Day of the Girl - “Empower a Girl”.
We found that Facebook is a cost-effective way for the charity to educate people about its mission and to gain fundraising support.
Banner ads, native content and videos were published in national news websites - such as independent.ie and rte.ie; in female-focused websites such as rollecoaster.ie, mykidstime.com and rsvpmagazine.ie and in behavioural targeted content publishing networks, such as outbrain.com
For the three campaigns we created bespoke Facebook Pages (apps) for the Facebook ads, so that users were also encouraged to like the charity’s Facebook page while registering for the movies or the events.
Results
all events fully booked and a database of leads
All relevant metrics were tracked in Google Analytics, SEO Moz and channel-specific tracking platforms, including videos view and completions, users experience and behaviour on the website, search engine performance, social media activity, trends, conversions and others.
The event registration campaigns enabled the charity to fill up the venues for the movie screenings, resulting in increased retention for existing sponsors and new acquisitions with guest and online ticket winners.
Over few months the lead generation campaign through movie registration created a database of leads that were used for follow-up touch points
The theme of and debate over girls’ rights seemed to enjoy an increasing presence in the Irish online landscape while the charity continues to enjoy a very strong online presence in the notoriously competitive non-profit industry.
