U.S. Fund for UNICEF
How social smarts create a better world for children
In 2013, Threespot began reimagining a new web presence for the U.S. Fund for UNICEF (UNICEF USA), which will launch in 2014. During that process, UNICEF USA deferred to our social media expertise to expand its reach and to grow its internal social media capabilities. Over a short period, we helped reposition UNICEF USA’s social presences, connect our client with new audiences, and train its staff on how to get more out of each medium.
taking the reins
Initially, Threespot took over all of UNICEF USA’s social media channels for two weeks, including Facebook, Twitter, Tumblr, Google+, Pinterest, and Instagram. We also created strategies for the social media presences of UNICEF USA’s CEO.
After just one week, we doubled UNICEF USA’s reach (+106.9%).
answering the call for disaster relief
Threespot worked with UNICEF USA on disaster-relief campaigns for Syria and the Philippines. The latter resulted in ThereForThePhilippines.org, which is centered around the theme, “UNICEF is there. Are you?” Threespot created the theme, social strategy, celebrity toolkits, and built the site within one week. Celebrity supporters such as Rihanna and Vanessa Hudgens then brought the campaign to life, through Threespot’s guidance, on social media.
ThereForThePhilippines.org had a 4.2% conversion rate. The “UNICEF is there. Are you?” campaign was also adopted by UNICEF’s global fund.
transferring knowledge and know-how
Threespot held a series of social strategy and video training sessions for UNICEF USA’s video/documentary staff. These sessions covered all of the major channels, from Facebook to Vimeo to Vine. Additionally, we provided one-on-one guidance and background research to staff covering what competitors and best-in-class organizations are doing in the social and video space.
In addition to shoring up UNICEF USA’s in-house social media capabilities, these sessions have helped internal staff better integrate and understand the use of video on social channels.