Pope Francis Gets Social in US Campaign
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Millennials are critical to the future of the Catholic Church yet one of the largest as a group be unaffiliated with institutional religion.To reconnect with that demographic, a robust and innovative social media and digital campaign #GoodIsWinning @PopeIsHope was launched with humor and 60 millennials formed as a digital street team to engage people real time throughout Pope Francis' US visit.
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Pope Francis Gets Social in US Campaign
- 1. Inside Pope Is Hope #GoodIsWinning Presented by: @KathleenHessert
- 2. Strategy and Activation Timeframe: 3 months to launch Rome Cuba US Rome Platforms: Strategy: To engage young people with Pope Francis and the Church generating and amplifying the Millennial voice around the Popeโs historic US visit. Social and digital media would be the major communication tools. Client: Aleteia USA, Inc. A global Catholic digital media company Target Audience: Millennials who are casual fans of the Church and or religion. Catholic and non-Catholic
- 3. Digital Street Team โข 60 Millennials โข Passionate about social justice, faith โข Social media experts, engaged community โข Micro-storytellers โข Wanted in on historic Pope visit โข Onsite & virtual participation โข Total DST Followers: 792,000 โข Engagement rate: 88% โข Median # of followers per DST members: 1200 @connortd 76K followers @comcathgrl 19K followers @jeremycowart 263K followers @brandenharvey 115K followers
- 4. Command Center 10 days. 20 hrs a day. Strategists, Community Managers, Data Analysts
- 5. Pros NOT Zealots. Staff: Catholics & Non Catholics Churched & โUnchurchedโ DST & paid staff Media Center Activities: Edit content Host interviews Social listening & analysis Aggregate, engage, amplify
- 6. Visually Awesome Content 1st Stop: #PopeInDC 57,403 views 3rd Stop: PopeInPhilly 1,150,592 views 2nd Stop: #PopeInNY 71,100 views #PopeIsHope VINES (micro-videos)
- 7. Popemoji
- 8. Popemoji Spread Around the Globe Sept 10-Oct5 96.6k downloads 12.7mm impressions 895k Popemoji sent 11.8mm engagements All Seven Continents! Top 5 Popemoji Used
- 9. Online & Offline Integration Drove Adoption
- 10. Deep Social Media Listening Valuable insight & business Intelligence 2054 who identified as Millennials had a 72% engagement rate
- 12. Inside Pope Is Hope #GoodIsWinning For more information Contact: KathleenHessert | 704.541.5942| khessert@sportsmediachallenge.com @kathleenhessert