Sabrina Love Ocean Challenge 2016 Social Activation

 

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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%.

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