Category: Best Use of Social Media Marketing
Advertiser: UNICEF
Product/Service: CHILD LABOUR CAMPAIGN
Agency: ROORDA RECLAMEBUREAU
Media Agency: OMD, Amsterdam, THE NETHERLANDS
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
Insights, Strategy & the Idea
The objective was to raise awareness for the huge amount of children forced to do labour in the Burkina Faso mines instead of getting an education and being able to play and grow up.
UNICEF is the driving force that helps building 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 every day professional environment and got them to share this message with their network and thus helping UNICEF to raise awareness for the problem.
Creative Execution
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 seven 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 supporting 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 best viewed feature on LinkedIn.
To gain even more traffic during the campaign UNICEF volunteers visited daily hundreds LinkedIn profiles locked in as Jusuf. So also on the real "who viewed my profile" page Jusuf would pop up.
Results and Effectiveness
The LinkedIn banner and profile page were an instant hit. The click-through rate of our banner
was eight times higher than an average banner on LinkedIn.
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. Through weekly updates Jusuf's new contacts follow the results of our campaign and UNICEF.