Stand Up2 Cancer Cprf Presentation


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Sarah Russ, VP and GM, Waggener Edstrom presentation from "Thriving and Surviving in Uncertain Times: Digital Marketing Techniques for Non-Profits" in Dallas, TX

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Stand Up2 Cancer Cprf Presentation

  1. 1. Chris Vary Creative Director Weber Shandwick
  2. 2. Overview
  3. 3. Addressing a Campaign Gap The Virtual Standup. Activating a grassroots movement involving online influencers, branded content and social technologies.
  4. 4. May 27, 2008 Katie Couric, Brian Williams and Charles Gibson announce historic collaboration to “Stand Up to Cancer” to be aired simultaneously on ABC, CBS and NBC
  5. 5. The Gap: Online word-of-mouth at a minimum On June 18 th online conversation about Standup2cancer was limited to 95 posts tied to the announcement with ABC, CBS and NBC
  6. 6. A roll-out of campaign initiatives Identity Live Event Celebrity Integration PSAs Web Platforms Alliances Contests Branded Content ? Gap: Online WOM
  7. 7. <ul><li>The Execution. </li></ul><ul><li>A personalized call: what can you do…who do you stand for? </li></ul><ul><li>Alliances with social media organizations, blog networks, video podcasters </li></ul><ul><li>A syndication infrastructure to spread and cross link SU2C content </li></ul><ul><li>Blogger engagement to spread news, information, co-created videos </li></ul><ul><li>A virtual stand-up destination with clear call-to-action and SU2C content </li></ul>
  8. 8. <ul><li>Creative Highlights </li></ul><ul><li>What do you Stand for?” video activation </li></ul><ul><li>Co-created video and promotion plan involving prominent bloggers   </li></ul><ul><li>Features 30+ bloggers and activists speaking out in the same way: holding up </li></ul><ul><li>a card saying, “I Stand For _____.” </li></ul><ul><li>Each promoted the video and cause on their sites, thirty posts in all. </li></ul><ul><li>Blog coverage totaled over 450,000 audience impressions </li></ul><ul><li>The video viewed over 50,000 times triggering widespread conversation </li></ul>
  9. 10. <ul><li>Online Activation. </li></ul><ul><li>Outreach to 100+ blogs to ignite widespread conversation around SU2C </li></ul><ul><li>Placements on prominent online destinations including People, Huffington Post, CNET and Perez Hilton </li></ul><ul><li>Outreach to prominent video bloggers resulting in 100,000 views of SU2C advocacy videos </li></ul><ul><li>1,260 SU2C updates from Twitter community reaching 161,000 collective followers to posts </li></ul>
  10. 12. Efforts trigger massive amount of momentum Announcement Bump Pre-event Ramp Up
  11. 13. Key Lesson Learned. Social Outranks Celebrity. <ul><li>Search results reinforce the power of socially driven ideas </li></ul><ul><li>Virtual Standup Page outranked all other sites, with the exception of home page </li></ul><ul><li>Co-created video outranked 35 of 40 videos featuring top celebrities, shows and Hollywood producers </li></ul>