Starlight Children's Foundation
Amplification of TV series through social media
Objectives
A 10-week TV series about Starlight Children's Foundation was
broadcast on Channel 5 with a client brief of growing its social
media presence and engaging and interacting with the audience.
An uplift in Twitter followers and Facebook 'likes' of 20% per
platform was a requirement.
Approach
Our activity focused around leveraging the charity's existing
online presence on Twitter and Facebook, providing information
about the organisation, what it does and delivering compelling
messages to encourage interaction.
Key tactics
- Previews to programmes were used to bookmark the next
episode.
- Support from celebrity ambassadors was leveraged through @
messages and requesting that they tweet positive messages to their
followers.
- Links to relevant sections of Starlight's website were used in
over 90% of messages, driving click through.
- Hashtags were used to allow Twitter followers to follow and
find conversations.
- Case studies of children's wishes being granted were posted on
Facebook allowing those who 'like' the page to see the happiness
the wishes bring.
- Direct donation requests were strategically used to raise
awareness of how to help the charity deliver these wishes.
Results
- 44% uplift in Twitter followers in 10 weeks
- 35% uplift in Facebook 'likes' over same period
- @starlightmagic mentioned 819 times during campaign
- Over 200 Tweets and Facebook status updates
- Tweets from celebrities including @stephenfry and
@richardbranson extending the message to over 3m people
- 3x increase in number wish requests received