Turning A Quiz Into 450,000 Activists

Editor's Notes

1. Intro, here to talk about 9 Countries Quiz
2. 130 million girls campaign, developed index for launch on international day of the girl
3. Index was interesting but complex and relatively abstract - goal of the project was to build a tool which would reach a wide range of people, tell them about the campaign and get them to sign the campaign petition
4. To start, we drilled down into data to find most interesting stat. One that jumped out was 7 months average in one country, and noticed all countries with least time in school were in Africa
5. Now we had that campaign hook, the challenge next was to find a way to communicate it to people in a way that would have broad appeal, would be shareable so we could reach a wide range of people, and would drive people to sign the petition. So the concept we came up with was a quiz to test people on their knowledge of African Geography
6. Simple structure, 9 questions one after the other, then you land on this slide before result which makes the link and has optional petition ask
7. If you sign of skip land on share slide, result + breakdown, your result is include in your share and challenges your friends too see if they can get them all. Have tested this yes/no and found it delivers a higher share rate than landing people directly on the share ask.
8. We built the quiz so it submitted data directly into ONE’s CRM, and built it in multiple languages so it could used by ONE’s offices in different countries. Finally, we had a two-pronged promotion strategy: email to supporters so they’d take and share, and target new audiences via FB ads
9. Initially, we’d wanted to give an actual % of people who got them all right. So to get that number, first we set up some tracking and promoted the campaign to a few hundred people via Facebook ads
10. Those few hundred people did give us the % - 13% - but they also started sharing it, and then the people who clicked started sharing, and those few hundred people set off a viral sharing chain
11. Within two days we’d had 1.8 million users, almost entirely driven by organic sharing. To date, we’ve had 2.5 million users, 500,000 of whom have signed the petition and subscribed to ONE’s email list
12. So, why did it work? 1. The concept - personal insight
13. 2. The challenge framing
14. 3. The user experience
15. 4. The optional petition ask
16. 5. The process - had one goal, focussed on it exclusively, means can hit 1 goal well not three goals badly
17. What could we have done better? 1. Testing
18. 2. Ongoing journey
19. What are the lessons from this? 1. If you want to break into new audiences, find a way to communicate your campaign in a way that has broad and personal relevance
20. 2. Think from the user’s perspective. 3. Don’t be afraid to try something new