MDSC iBelieve
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The document summarizes MDSC's #iBelieve social media campaign from August to October 2016. Over the course of 8 weeks, 32 original posts were made across various platforms. The highest performing posts were testimonial videos and videos featuring people with Down syndrome, which received hundreds of views and high levels of engagement. The campaign helped build awareness of MDSC and their mission, with Facebook posts alone reaching over 1,000 people each and the total estimated reach being over 37,000. The consistent use of the #iBelieve hashtag helped spread the campaign's message.
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MDSC iBelieve
- 1. MDSC’S #iBELIEVE CAMPAIGN AUGUST 24- OCTOBER 9, 2016
- 3. • 32 original posts across various social media over the course of 8 weeks: • Shares of a couple iBelieve video posts • 95 new followers on Instagram • Pageviews Landing page for Campaign: mdsc.org/iBelieve Features: • What is #iBelieve • What we believe • How to Participate • iBelieve video examples • Links to Buddy Walk registrations • iBelieve Conference video
- 4. TOP POSTS 1. Heather Hegedus promo • 3,489 views • 36 lies, 21 shares, 6 comments • 34 views 2. Testimonial: Shelly & Chloe Laing • 1,200 views • 34 likes, 14 shares, 9 comments • 36 views 3. 1st JT at Family Fest. Video • 800 views • 38 likes, 6 shares, 7 comments • 36 views • 2nd post of JT video = Highest viewed Instagram post at 76 views
- 5. 4. LAUNCH VIDEO • Posted 8/24/16 • Featured Maureen Gallagher, Executive Director & Michael Avakian, Crocker- Allen Intern 2016 • 434 views • 29 likes • 50 views ( 2nd highest viewed post on Instagram)
- 6. TWIBBON CAMPAIGN: SOCIAL MEDIA OVERLAY • Posted as part of #iBelieve to promote the 2016 Buddy Walks • Launch & Distributed on 9/9/16 • Repost on 9/20 • 220 supporters/participants by October 9th
- 7. DAY OF BUDDY WALK & FAMILY FESTIVAL (Last Official Day Of Campaign) • 9 VIDEOS ON FACEBOOK • 345 avg. views • 21 avg. likes • Most popular: “JT getting the after party started”- 1,395 & “SteveSongs live at the Buddy Walk” - 520 • 4 PHOTOS INSTAGRAM • 9 avg. likes • 10 new followers after Buddy Walk
- 8. INSIGHTS • Testimonials & iBelieve Videos generally had higher interactions • ^videos featuring a friend with Down syndrome had even higher interactions • Videos easier to interact with = videos more popular than photos What Top Posts all have in common: • Multiple shares • Featured people tagged (or tagged themselves) • Featured prominent community members w/ large following • Personal messages
- 9. MORE INSIGHTS #iBelieve hashtag • A little crowded on social media - shared with religions/faiths, sports, etc. • Message resonated with those who interacted • Consistent & present on messages associated with Buddy Walks Direct Interactions included • Shining Stars Studio iBelieve Video • Liam Fitzpatrick iBelieve Video • Danielle Thompson iBelieve Video • Jess Padula’s Harvest Fair speech and photo post • Multiple posts and comments with the #iBelieve included
- 10. AWARENESS • Every Facebook post had over or close to 1,000 reaches • Instagram #s allow posts to show up in Down syndrome/nonprofit/fundraising tags • Estimated posts reaches= <37,000 All Messages Built Awareness and Support of MDSC & iBelieve Theme While Driving towards Buddy Walk Registration & Donations