Case Study Social Media Campaign
For most of WHRO’s pledge drives, social media promotion has been utilized to promote volunteer groups who man the phones, recognize food donors who keep the volunteers fed and highlights of local talent who take over the airwaves. Engagement for this type of approach has been less than stellar, so I decided to shake it up.
Dwight Davis, the program director and on-air talent for our 24/7 classical station WHRO-FM was chosen to take over all of the social media pages for the station for one day of the drive. Messages in Dwight’s voice were crafted for his take-over; engaging photos and videos were created; and content surrounding an unlikely social media topic for our audience was chosen – Classical Music. The campaign started at 6am and ended at 9PM with a final post. Over 38 messages were posted on a single channel – much more than the typical eight to ten posts. Six channels total were used, including Facebook and Twitter.
Humor was a huge component to the success of the campaign. Taking a topic that has traditionally been revered as serious and untouchable from humor was turned upside down and the results were amazing. The overall reach between the multi-channel take-over exceeded 100,000 for one day and engagement numbers at about 20,000.
The irony of the entire project is that Dwight didn’t even have a Facebook profile and had no interest at all in social media.
At 6am, all of the profile images and covers for 8 of our social media channels where changed to images of Dwight. Here is an example of the first message that was posted, letting our online audience know of the take-over with a few samples that followed throughout the day: