Mid-Atlantic Marketing Summit Presentation
•
0 likes•266 views
This document discusses a digital marketing campaign called "7 Billion & Me" created by Carousel30 for the United Nations Population Fund to mark the date when the world's population reached 7 billion people. The campaign's goal was to generate worldwide exposure and engagement within a week. It did this by creating personalized infographics for each visitor showing how they connected to the global population. The campaign was very successful in generating word of mouth on social media and driving significant traffic to the website from over 200 countries.
Recommended
More Related Content
Viewers also liked
Viewers also liked (9)
Similar to Mid-Atlantic Marketing Summit Presentation
Similar to Mid-Atlantic Marketing Summit Presentation (20)
Recently uploaded
Recently uploaded (20)
Mid-Atlantic Marketing Summit Presentation
- 1. 7 Billion & Me United Nations Population Fund Greg Kihlström, Chief Creative Officer, Founder of Carousel30
- 2. What we do as a digital agency
- 3. 2 Types of Campaigns • The Sprint: Creating buzz quickly • The Marathon: Creating sustainable growth & engagement (and still looking like this guy)
- 4. The Sprint: 7 Billion & Me
- 5. About 7 Billion & Me • CLIENT: United Nations Population Fund • LAUNCH DATE: October 31, 2011 – When the World Population hit 7 billion • GOAL: Maximum worldwide exposure & engagement within week of the 7 billion milestone • STRATEGY: Give a global audience a tangible way to connect with what a population of 7 billion people means to them personally
- 6. The Data =INDIRECT(ADDRESS(MAT CH(Main!B25,AgeFert! A4259:AgeFert!A6529, 0)+IF(Main!B3="Femal e",0,5)+4258,IF(OR(M ain!AJ5- 15<0,Main!AJ5- 70>=0),0,6+TRUNC((M ain!AJ5-15)/5)))) =COUNTIF(F38:N38,">0")+ COUNTIF(P38:R38,">0 ")
- 10. Unique for Each Visitor
- 13. Audience Success • Word of Mouth – 20,000 Facebook likes within 36 hours • Website Traffic – Nearly 2 million pageviews within 1st week – 87,000+ unique visits on launch day – 3:53 average visit duration – Visitors from 200 countries
- 14. Word of Mouth Success
- 15. Acknowledgements • BBC News – We helped BBC create a special interactive feature for October 31, 2011 • Communication Arts – WebPick of the Day • Gold ADDY Award
- 16. Thanks!
Editor's Notes
- Speaking as a digital agency, there are a lot of different things we do, are asked to do, and that people think we do.But ultimately, what we do is create relationships between our clients and their audiences. And that means that we need to find ways to engage these audience both initially, and in a sustained effort that creates long-term brand advocates
- Today,I want to show you two recent Carousel30 projects. We generally work with two types of campaigns: sprints and marathons. The first one was more like a sprint. We were focusing on one event and needed to achieve as much buzz as quickly as possible.And the other was more like a marathon. We didn’t just want that fast burst of interest, we wanted long-term engagement.
- A “sprint” campaign we did recently was the 7 Billion & Me website for the United Nations Population Fund.
- Focus: The focus of this campaign was one day - the day the world population hit 7 Billion. The 7 Billion & Me site was part of the larger 7 Billion Actions campaign, and the goal here was to create a way for any member of the 7 billion people on earth to see how they fit into that enormous number. The 7 Billion & Me site was part of the larger 7 Billion Actions campaign to build global awareness and inspire individual actions for positive social impact.Strategy: Give the audience a tangible way to connect with what a population of 7 billion people meansGoal:We obviously knew the date in advance – so we had a clear timeframe available during which the site would be most relevant. As I’ll show you in a minute, the United Nations Population Fund had all of this great data that needed to be shared for the already momentous occasion, but we took that and sprinted with it. We made a visually appealing, personalized, interactive and shareable infographic.
- For 7 Billion & Me we had to take these large amounts of complex data…This data ranged from birth rates in every major city around the world, contraception usage, Life expectancy, population by age, gender, etc.One of the UN’s demographic statisticians has spent the previous 9 months compiling data and calculations that would eventually power the 7 Billion and Me application
- Oh and by the way… we need it in 2 weeks
- Take personal information that is unique to each user…
- And turn them into something tangible that people could wrap their minds around.
- And turn them into something tangible that people could wrap their minds around.
- Success: Within 24 hours of the website’s launch, the site received more than 70,000 unique visits, and on World Population Day, October 31, 2011, the site received 87,243 visits. Though the site continues to get a few hundred visits a day, of the half million visitors since the site launched 6 months ago, half of those visits, more than 250,000, were between October 30th and November 5th.
- Success: Within 24 hours of the website’s launch, the site received more than 70,000 unique visits, and on World Population Day, October 31, 2011, the site received 87,243 visits. Though the site continues to get a few hundred visits a day, of the half million visitors since the site launched 6 months ago, half of those visits, more than 250,000, were between October 30th and November 5th.
- A few of the acknowledgements we received included:A feature in BBC News, which we helped provide data forA Communication Arts WebPick of the dayA Gold ADDY Award
- A few of the acknowledgements we received included:A feature in BBC News, which we helped provide data forA Communication Arts WebPick of the dayA Gold ADDY Award