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SUPER DADS

WHALAR, London / UNICEF / 2018

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Overview

Credits

Overview

CampaignDescription

In order to amplify this campaign on Instagram, parents and caregivers shared a ‘Super Dad’ moment, focusing on one of more of the three pillars - eat, play and love - and using the hashtag #EarlyMomentsMatter. Content showcased scenarios and captions that ranged from inspiring and tender, to funny and nostalgic. These portraits also challenged stereotypes around the role of a Father in society.

The caption for every image emphasised the necessity of eat, play and love, together for the early and healthy brain development of children, as well as linking back to an online gallery on the charity’s website, encouraging parents and caregivers to contribute.

Execution

Our carefully selected pool of global creators with influencer shared their creations with the target audience in key market locations for the client.

During a period of 25 days, posts were shared intermittently in the run up to 12th June, with the largest media push seeing the strongest activity take place on Father’s Day itself.

Content from the 40 influencers prompted and inspired approximately 7,000 pieces of UGC, showing strong engagement with the subject matter.

Outcome

This influencer activation alone reached over 3.5 million people, and inspired 142,000 engagements, therefore accumulating in an engagement rate of 4.23% - much higher than the industry average of 1.6 - 3.5%.

Because we were able to keep costs to a minimum and return half of the budget, cost per engagement was also extremely low at just $0.15, which is 80% less than industry benchmark of $0.35.

The influencer marketing activity contributed to the success of the overall #EarlyMomentsMatter campaign, which saw the hashtag trending on Twitter during Father’s Day, and articles prompted in several global titles, including Buzzfeed, The Times of India and AllAfrica.

Strategy

It's now reported that creative influencer content performs four times better than standard campaign marketing materials. In working with creative influencers, the charity were able to tap into an engaged audience.

However, pairing the charity with the right influencers required strategic matchmaking. Our influencer marketing service provided the optimal solutions to their campaign. We were able to commission creative influencers at a global scale, from 19 countries to share their individual parenting and caregiving stories. These influencers ranged from a stay at home dad, to a neuroscientist, to a refugee who had similarly benefitted from the charity when she was a child.

Finally, being a charity campaign, we wanted to give back. We were able to negotiate fees on behalf of the client, and managed to not only stay well within budget, but actually return half of it to the charity, so they could continue their important work.

Synopsis

250 million children worldwide in low- and middle-income countries are at risk of missing critical development milestones due to poverty or stunting. Four years ago, #EarlyMomentsMatter was launched to help tackle this issue.

The main objectives are:

- A greater understanding of key processes in Early Childhood Development (ECD) amongst the public

- Greater financial and diplomatic commitment to early childhood development from governments globally

- Empowering parents and caregivers to demand access to affordable, high-quality ECD services

Increased funding to support these ECD services

For Fathers Day 2017, the #EarlyMomentsMatter campaign gained traction on Instagram with the help of specially chosen creators with influencer, to raise awareness of the importance that optimum protection, nutrition and stimulation during the first 1,000 days of life can have for a child’s future.

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