Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: UNICEF
Product/Service: CHILD LABOUR CAMPAIGN
Agency: ROORDA RECLAMEBUREAU
Creative Director/Art Director: Joeri Jansen (Roorda Reclamebureau)
Creative Director/Copywriter: Edward van Tilburg (Roorda Reclamebureau)
Webdeveloper: Preetam Slot (Roorda Reclamebureau)
Interactive Director: Merlijn Hoek (Roorda Reclamebureau)
Account Director: Judit de Graaff (Roorda Reclamebureau)
Account Executive: Marguerite de Keijzer (Roorda Reclamebureau)
Strategy Director: Marieke van den Berg (Roorda Reclamebureau)
Account Director: Elske Meines (Linkedin)
Media placement: Banner - LinkedIn Homepage - 20 November 2011
Media placement: Microsite/profile Page - LinkedIn - 20 November 2011
Describe the objective of the promotion.
Raise awareness of the huge number of children who are forced to do heavy labour in the mines of Burkina Faso instead of getting an education and being able to grow up as a real child.
Describe how the promotion developed from concept to implementation.
To bring child labour to the attention of our daily lives, we introduced a remarkable professional on LinkedIn: Jusuf Ad Assalia. A 14-year-old miner who spent 7 years working in a gold mine. When visiting Jusuf’s profile, the page is taken over by an invite to share his profile and thus support UNICEF’s fight against child labour.
To create traffic to the profile we created a banner with the message 'Jusuf has viewed your profile most often today'. This was based on the insight that the ‘who's viewed my profile’ is the most-viewed feature on LinkedIn.
Explain why the method of promotion was most relevant to the product or service.
UNICEF is the driving force that helps build a world where the rights of every child are realised and respected. They do so by joining forces, connecting talents and mobilising people. This promotion did exactly that. We confronted Dutch professionals with child labour in their everyday professional environment and got them to share this message with their network and thus helping UNICEF to raise awareness for the problem.
By also visiting hundreds of real LinkedIn profiles, signed in as Jusuf, we created extra traffic to Jusuf's profile.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The LinkedIn banner and profile page were an instant hit. The click-through rate of our banner was 8 times higher than an average banner on LinkedIn. We had 483,464 visits on Jusuf’s profile.
Only 3.3% of these visitors came through the successful banner. All other visitors came through shares, tweets, blogs and profile visits by Jusuf on other peoples profiles.
The impact of the campaign has resulted in a lot of attention on blogs and social media. Thus, with this action many professionals were confronted with child labour.