the client:

UNICEF is the world's leading organization protecting the rights of children and young people and has been working in India since 1949 to protect children's right to be educated, to be healthy, to a childhood, to be treated fairly and to be heard.

our challenge:

UNICEF India wanted to increase its fan base on facebook and twitter by reaching a new audience, with a major focus on engaging the youth, especially young change makers. The client also wanted us to engage general public, private companies, decision makers, NGOs and other organizations/foundations, UN agencies as other key audiences.

our strategy:

Keeping in mind the target audience, i.e. young change makers, we created ad copies on common social issues that UNICEF India addresses- Value of Girls, Open Defecation (poo2loo), Polio, Education and Sanitation. Highly targeted facebook and twitter ads were designed to engage key influencers, young internet advocates of today and social influencers of tomorrow. The idea was to intensify the existing platforms for adolescents to enhance their participation in the decisions affecting their lives. Since the most powerful ask is a peer ask, we reached out to youth groups and youth networks via promoted posts and tweets targeting existing and new audience.

the results:

The campaign generated over 80,000 engagements and increased the fan base by 66,000 on facebook. Twitter received an overwhelming response with over 28,000 new followers and 15000 plus engagements. Bill Gates created ripples for UNICEF India's Polio campaign by mting an Infographic designed by Grasshoppers which received over 2700 rts.

aisect case study