Sabrina Love Ocean Challenge 2016 Social Activation

The annual Sabrina Love Ocean Challenge, December 2016

Sabrina Love Ocean Challenge 2016 Social Activation

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

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Sabrina Love Ocean Challenge Participants showing physical participation 2

Why a Social Media Activation?

  1. 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.
  2. 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).
  3. 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’.
  4. The SMA took the Sabrina Love Ocean Challenge viral.
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Kirstin Rowlands of one2love agency taking pics of the SMA 2

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.

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Twitter

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PEOPLE

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%.

Facebook

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PEOPLE

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%.

Instagram

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FOLLOWERS

(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%.

INSTAGRAM

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