The Social Media Activation (SMA) involved interacting with swimmers, mountain bikers, paddlers, runners, kids, ambassadors and event planners to gather and share content via Facebook, Twitter and Instagram.
Why a Social Media Activation?
- This created opportunities for participants and their families to build a stronger emotional connection and experience to the Foundation’s brand, which helps to ensure continued participation and support of the event.
- A multi-sensory experience reaching out to many of the participants and their networks, therefore, expanding the Foundations original network and providing outsiders with a first-hand experience of the event(s).
- Creating a hybrid strategy with ‘hands in heart shapes’ where the participants were snapped doing this – this created a ‘theme’ for the event that required physical participation and shareable moments that were recognisable as ‘belonging to the event’.
- The SMA took the Sabrina Love Ocean Challenge viral.
What was the success of the activation?
With approximately 3,000 participants reaching just under 100,000 people it’s easy to see why a SMA is so effective. The number of people reached was substantially more than the number of people who participated in the events.
36 600 people were exposed/reached by the content in the tweets (versus 23 100 in 2015). Total growth in engagement and overall reach 58%.
59 066 people were exposed to /reached by the content in the posts (versus 22 782 in 2015). Total growth in new fans 18.5% growth. Total growth in overall reach 159%.
(New to the 2016 event). 474 followers were exposed to/reached by the content in the posts. Total growth in new fans 100% growth. Total growth in overall reach 213%.