Grand for Good, Starcom MediaVest
Less than 0.1% of registered Canadian charities actively engage the use of social media. Sixty SMG employees used $1,000 in ad credits to help 20 charities manage their social media presence using paid, owned and earned media. This case delivered on local (Canadian charities) and global (Facebook) media firsts, but the true power comes from the fact that it crystalizes the need for a holistic communications planning approach in a new socially-connected world. Media teams developed and executed brand page creative, tone and engagement strategies directly focusing on content, currency, community and conversations. In just five weeks, 70 million impressions were achieved and more than 18 million Canadians were reached through the charities.