Embed Size (px)
Citation preview
Social Media Report‘Let’s Beat COVID Together’ Public media campaign in Myanmar, April-July 2020
30-07-2020
PHF and YG Media 1
Let’s Beat COVID TogetherSocial Media Performance Report
July 2020
Total Reach3.5 M
Total Impressions4.3 M
Total Interactions160 K
During the social media campaign from April-June 2020, 26 posts were published. One post (an illustration about support for patients and doctors) was deleted, because of concerns that the messaging was not completely aligned with the rest of the campaign. Even this post scored remarkably high on all engagement indicators.
Awareness building of proper protective behavior was the primary objective of the campaign. As there was no budget for an impact survey, to gauge message recall, our main indicators for success were reach, impressions and engagement rates of the content.
The social media campaign totaled a healthy 3.5 million reach, 4.3 million total impressions and 160 K total interactions.
Average reach per post146,203
Average impressions per post182,712
Social Media Report‘Let’s Beat COVID Together’ Public media campaign in Myanmar, April-July 2020
30-07-2020
PHF and YG Media 2
0%
2%
4%
6%
8%
10%
12%
14%
16%
Engagement RateThe engagement rates for the content were healthy. The best performing post scored an engagement rate of 14%. This is far above the Facebook average of under 1%.
The Thingyan “stay at home” post fared best, with 14% engagement, followed by the “can I get COVID from my groceries” (12%), the “be careful with the elderly” post, and the “how to safely wear a cloth mask” post (11%).
The average engagement rate of the campaign was: 9%
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
Total Interactions The illustrated stay at home Thingyan post, also the first post of the social media campaign, was the most popular post with our audience, with a total of 15.5 K interactions. It was also the post with the highest engagement rate. The post was launched at a time when the country was at high alert and about to go into the Thingyanholiday, with the Thingyan water festival having been cancelled for the first time in history.
The “wear a mask” illustration post was the second best performing post, in terms of interactions: 14.1K in total, followed by “seek medical help if you have symptoms” (12.7K) and the “flattening the curve” graphic post (12.3K).
Average interactions per post: 6,667
Social Media Report‘Let’s Beat COVID Together’ Public media campaign in Myanmar, April-July 2020
30-07-2020
PHF and YG Media 3
The total reach of the social media campaign was 3.5 M.
The TV spot with Zin Myo had the widest reach, with 430.3K. The COVID-19 infographics posted at the beginning of the campaign also reached a large audience: 381.9K. The first video about COVID-19 in Pabedan Township, Yangon, also performed well (347.3K) as did the follow-up Pabedan video (273.5K).
Generally speaking the interest in COVID-related content was highest at the very beginning of the campaign, when drastic measures were taken by the Government. Interest tapered off somewhat later on in the campaign.
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
500000
Reach
Total Reach Organic Reach Paid Reach
Video Post Insights
0%
2%
4%
6%
8%
10%
12%
0
100000
200000
300000
400000
500000
600000
Pabedan video Pt 1 Shared Video Pabedan video Pt 2 Campaign TV spot COVID Vox pops video
Insights
Impression Reach Engagement Rate
Social Media Report‘Let’s Beat COVID Together’ Public media campaign in Myanmar, April-July 2020
30-07-2020
PHF and YG Media 4
Top 4 Posts
Topic Thingyan Stay at HomeQ&A Groceries and
COVID
Illustration Care for
ElderlyQ&A Cloth masks
Visual
Total reach 170222 70478 75801 62865
Total reactions 15511 5454 6439 4516
Total comments 55 26 40 26
Total shares 408 335 504 288
Engagement rate 14% 12% 11% 11%
Topic Illustration "hand
washing"
COVID children's
book
Illustration "get
help"
COVID and
smoking
Illustration "Wear
a mask"
Visual
Total reach 146356 65092 143307 112064 144954
Total reactions 12000 5591 12730 9439 14156
Total comments 36 8 59 113 103
Total shares 810 275 1021 1264 1088
Engagement rate 10% 10% 10% 10% 10%
Post Insights
Social Media Report‘Let’s Beat COVID Together’ Public media campaign in Myanmar, April-July 2020
30-07-2020
PHF and YG Media 5
TopicGraphic post
Washing HandsPabedan video Pt 2
Flatten the curve
graphic
Graphic Cover your
Cough
Illustration "get
tested"
Visual
Total reach 93424 273585 223634 35068 136938
Total reactions 7849 2289 12373 3184 9787
Total comments 35 17 99 11 28
Total shares 568 355 1271 223 707
Engagement rate 10% 10% 10% 10% 9%
Post Insights
TopicIllustration soc.
DistancingQ&A disinfectant
Graphic Social
DistancingQ&A breastfeeding
COVID
infographics
Visual
Total reach 55135 83446 88509 69184 381927
Total reactions 4596 4459 6290 3918 7412
Total comments 23 31 44 9 47
Total shares 190 474 484 255 1489
Engagement
rate9% 9% 8% 7% 6%
Post Insights
Social Media Report‘Let’s Beat COVID Together’ Public media campaign in Myanmar, April-July 2020
30-07-2020
PHF and YG Media 6
TopicGraphic How
COVID worksPabedan video Pt 1
Campaign TV
spotShared Video
COVID Vox pops
video
Support for
Patient and
Doctors (Deleted)
Visual
Total reach 136028 347309 430436 1646 161466 175201
Total reactions 5206 2628 3108 41 1042 15820
Total comments 29 36 26 0 16 121
Total shares 580 238 259 0 162 1270
Engagement
rate6% 5% 5% 4% 2% 12%
Post Insights
30 July 2020
