A digital campaign forresource mobilizationClaudia GonzalezHead of MarketingThe Global Fund to Fight AIDS, Tuberculosis an...
Audience6/20/2013GenevaCivil society(advocacy)Partners &FriendsImplementers’leadersInfluencersTargetedmediaChatteringclass...
THE BIG PUSHENGAGING PARTNERS AND INFLUENCERS6/20/2013Geneva
What is “The Big Push”?November 2012GenevaA DIGITAL CAMPAIGN:• To rally support fromdecision makers.• In Partnership with ...
ObjectivesNovember 2012GenevaCreate a bubble FORinfluencers and decisionmakers TO rally supportPlatform FOR partnersTO amp...
Tools6/20/2013GenevaOfflineEvents(traditional)mediaOnlinePortraitsBlogsVideosCHANNELS
PortraitsNovember 2012GenevaAround 400 portraits (from 5,000-10,000 target audience)Including: David Cameron, Ban Ki-Moon,...
Huffington PostOpinion leaders reaching out to decision makers6/20/2013Geneva
• Washington Post op-ed columnist re-tweeting Executive Director’s blog• One in five opinion leaders regularlyaccess the H...
Facebook – September bubbleOver 800,000 people engaged with the Global Fund(Engagement includes any click, like, comment, ...
Twitter – September bubbleNovember 2012GenevaOverall reachthrough Twitterof 2.4 millionpeople
Twitter – Davos bubble6/20/2013Geneva• #thebigpush was thesecond most usedhashtag after #WEF.• The overall reach of thesug...
You TubeNovember 2012GenevaKids protest with ShaquilleONeal and join The Big PushLaunch Date: 25/09/2012150,000 Views
You TubeNovember 2012GenevaThe Big Push for Global Health Ft. Arianna Huffington, Bono, Tony Blair & Bill ClintonLaunch Da...
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Diplo E-Participation Day, Social Media for Resource Mobilisation, Claudia Gonzales, Global Fund

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How the Global Fund uses social media for resource mobilisation.

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Diplo E-Participation Day, Social Media for Resource Mobilisation, Claudia Gonzales, Global Fund

  1. 1. A digital campaign forresource mobilizationClaudia GonzalezHead of MarketingThe Global Fund to Fight AIDS, Tuberculosis and Malaria6/20/2013Geneva
  2. 2. Audience6/20/2013GenevaCivil society(advocacy)Partners &FriendsImplementers’leadersInfluencersTargetedmediaChatteringclassesGeneral publicTIER 2500-1000TIER 33000DecisionmakersTIER 125-50ChampionsInternal
  3. 3. THE BIG PUSHENGAGING PARTNERS AND INFLUENCERS6/20/2013Geneva
  4. 4. What is “The Big Push”?November 2012GenevaA DIGITAL CAMPAIGN:• To rally support fromdecision makers.• In Partnership with theHuffington Post and AllAfrica- online media platforms• Becoming a platform forReplenishment
  5. 5. ObjectivesNovember 2012GenevaCreate a bubble FORinfluencers and decisionmakers TO rally supportPlatform FOR partnersTO amplify our message
  6. 6. Tools6/20/2013GenevaOfflineEvents(traditional)mediaOnlinePortraitsBlogsVideosCHANNELS
  7. 7. PortraitsNovember 2012GenevaAround 400 portraits (from 5,000-10,000 target audience)Including: David Cameron, Ban Ki-Moon,Charlize Theron, Bono, Bill Gates, …The portraits were placed in: the Huffington Post site, projections,promotional materials and digital platforms.
  8. 8. Huffington PostOpinion leaders reaching out to decision makers6/20/2013Geneva
  9. 9. • Washington Post op-ed columnist re-tweeting Executive Director’s blog• One in five opinion leaders regularlyaccess the Huffington Post6/20/2013GenevaHuffington PostOpinion leaders reaching out to decision makersCHAIN OF INFLUENCE
  10. 10. Facebook – September bubbleOver 800,000 people engaged with the Global Fund(Engagement includes any click, like, comment, or share)November 2012GenevaSeptember 24 – September 30, 2012
  11. 11. Twitter – September bubbleNovember 2012GenevaOverall reachthrough Twitterof 2.4 millionpeople
  12. 12. Twitter – Davos bubble6/20/2013Geneva• #thebigpush was thesecond most usedhashtag after #WEF.• The overall reach of thesuggested tweets postedby the Global Fund 250was 3.3 millionThe Global Fund 250 app hosted on The HuffingtonPost during the World Economic Forum 2013 tracking twitteraccounts of top influencers during the Annual MeetingCoverage split by channel
  13. 13. You TubeNovember 2012GenevaKids protest with ShaquilleONeal and join The Big PushLaunch Date: 25/09/2012150,000 Views
  14. 14. You TubeNovember 2012GenevaThe Big Push for Global Health Ft. Arianna Huffington, Bono, Tony Blair & Bill ClintonLaunch Date: 24/09/2012586,000 Views

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