East Africa emergency campaign at UNICEF UK

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East Africa emergency campaign at UNICEF UK

  1. 1. Laila TakehEast Africa Head of Digital Engagement UNICEF UK
  2. 2. Key phasesMonth Phase title FocusJuly Childrens famine Emergency responseAugust Time to share RepackageSeptember & Eddie Izzard Celeb opportunityOctoberNovember The Royal visit Celeb opportunity
  3. 3. Emergency response: integrated
  4. 4. http://youtu.be/CLQqj92kdlc
  5. 5. Owned ● Homepage takeover ● Landing page ● Warm emails ● SMS broadcast ● Content
  6. 6. Bought ● Search ● Banners ● Press with SMS ● DRTV with SMS
  7. 7. Earned ● Facebook ● Twitter ● Bloggers ● Journalists
  8. 8. Time to share ● Refreshed messages ● Corporate activation ● Social push #timetosharehttp://youtu.be/j-BlJ9BIM0E
  9. 9. Eddie Izzard ● Live map ● Video diary ● Eddies tweets ● TV programmehttp://youtu.be/wQUiy518mCo
  10. 10. The Royal visit● Live tweets● Global landing page● Influencer engagement Reached 220M Trending topic on twitter
  11. 11. Lessons● Templates● Tracking: multiple SMS codes confuse● Assets: gather, create, repackage● Search: The basics work!
  12. 12. Thank you Laila Takeh Head of Digital Engagement UNICEF UKThanks, any questions? Twitter: @spirals Email: lailat@unicef.org.uk

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