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: [email protected]