Amy Dennis, Digital Editor at The Children’s Society, shared how a 600 word webpage stealthily became the charity’s most successful content campaign this year. From identifying an audience need to making the most of media coverage, Amy explains how she built on this content to earn cut-through, traffic and engagement. Click here to read and download Amy’s session. -- Amy Dennis - The Children's Society - Relay by Raw London - Thursday 15 November 2018

1. Creating opportunistic content
Amy Dennis
Digital Editor
The Children’s Society

2. Creating opportunistic content
Amy Dennis
Digital Editor

3. What a content campaign
meeting might look like…

4. ▪ Children are groomed and trafficked for criminal purposes
▪ Usually to sell drugs around the country
▪ Young people stay in trap houses, surrounded by drugs, without food for days
▪ When they return home they’re affected by the trauma and terrified of the gangs.

5. • Practice staff working on
high-profile cases
• More and more media pick up
• Social shares gaining traction
County lines in
practice vs online
content

6. In the meantime…

7. 15 November 2018
• Created just one 600 word page,
with the help of a practitioner.
• Explained the issue in plain English
and created clear calls to action.
• Posted the page to Facebook once,
organically.
• Watched the results, and generated
more content on the same theme.
• Launched a donate ask, video and
offline appeal by mid-June.
Being opportunistic

8. Summer appeal film
https://vimeo.com/277315872

9. • 36,000 views on Twitter &
Facebook
• 85,000 page views to what is
county lines page
• Reached five times our usual
audience without a single
penny spend on ads
• Continuous success in the
media - ITV news, BBC & print
What does success
look like?
24 January
2018

10. • Being opportunistic when content
windows come along can pay off.
• From our audience insights from
so much engagement on
Facebook we‘ve been able to
build lookalike audiences and
test content with them.
• Our audience is clearly
fascinated with county lines, so
we’re still creating more content
around the issue.
What we learned

11. • Use your USP and don’t wait for perfect
moments and big campaigns to create
hero pieces of content
• Know your audience and react to what
they tell you
• Be opportunistic and test and learn
In summary…

12. Thank you
Any questions?
amy.dennis@childrenssociety.org.ukCharity Registration No. 221124