East Africa emergency campaign at UNICEF UK

East Africa Laila Takeh Head of Digital EngagementUNICEF UK

Key phases

Month Phase title Focus

July Children's famine Emergency response

August Time to share Repackage

September & October

Eddie Izzard Celeb opportunity

November The Royal visit Celeb opportunity

Emergency response: integrated

http://youtu.be/CLQqj92kdlc

Owned

● Homepage takeover

● Landing page● Warm emails● SMS broadcast● Content

Bought

● Search● Banners● Press with SMS● DRTV with SMS

Earned

● Facebook● Twitter● Bloggers● Journalists

Time to share

http://youtu.be/j-BlJ9BIM0E

● Refreshed messages

● Corporate activation

● Social push #timetoshare

Eddie Izzard

● 'Live' map● Video diary● Eddie's tweets● TV programme

http://youtu.be/wQUiy518mCo

The Royal visit

● Live tweets● Global landing

page● Influencer

engagement

Reached 220MTrending topic on twitter

Lessons

● Templates

● Tracking: multiple SMS codes confuse

● Assets: gather, create, repackage

● Search: The basics work!

Thank you

Thanks, any questions?

Laila Takeh Head of Digital EngagementUNICEF UK

Twitter: @spiralsEmail: lailat@unicef.org.uk