Objective
END IT, a coalition of the leading organizations in the world that are in the fight for freedom by ending human slavery, came to HireInfluence wanting assistance with building brand awareness and social buzz leading up to “Shine a Light on Slavery” Day (February 22) in order to increase participation in the United States.
Strategy
On Februray 22nd—“Shine A Light On Slavery Day”—audiences were asked to draw an “X” on their hand, snap a picture, and post it with the hashtag #ENDITMovement to help “Shine a Light on Slavery.”
As an added incentive, there was a “giveaway” portion to the campaign that was promoted via Instagram Stories and regular Instagram posts on both the day before and the day of “Shine a Light on Slavery Day.” The giveaway incentivized users to get involved and rewarded them with the opportunity to win official “END IT” merchandise.
The influencers used various channels to get the word out, including Instagram, Facebook (Pages/Groups/Individuals), Twitter, Youtube, blogs, Snapchat and livestreams.
On a pro bono basis, the team at HireInfluence used their own social media channels, as well as HireInfluence’s corporate channels, to participate in the campaign promotion. As an added incentive, HireInfluence held an internal contest for its employees and donated a $1,000 prize to the employee who was able to generate the most activity from their personal accounts.
Influencer Curation
Our team curated, vetted and activated impactful influencers across all platforms that were passionate about getting involved and helping EDUCATE audiences with content creation, message amplification and social involvement for the #ENDITMovement
Campaign Execution
In the lead up promotion to the big day, the 7 influencers activated their audiences in a number of different ways, including referencing the prior year’s speech given by Ashton Kutcher and hosting a Twitter rally. HireInfluence moderated the Twitter rally that was successful in reaching 13.6M Twitter users.
On the day of the event, influencers posted about the END IT merchandise giveaways on Instagram Stories and Live and encouraged their followers to participate either by posting a photo with a RED “X” on their hand, or by creating and circulating their own poster marked with #ENDITMovement and #IFIGHTTOOENDITTOO.
To ensure proper legal disclosures with the giveaway component, a separate hashtag (#IFIGHTTOENDITTOO) was used to track and double as a disclosure tool.
Results
In just 2 weeks, the END IT coalition was able to achieve 130M impressions with 644,000 engagement activities at a CPE of just $0.03.
