The One Love Foundation, a non-profit that works to teach young people about the difference between healthy and unhealthy relationship behaviors as a way to end relationship abuse, set out to create short, digital videos under that educated people about emotional abuse. To do so, they created the #ThatsNotLove campaign as a way to highlight the grey areas between love and control as well as raise the One Love brand profile as a go-to resource for young people interested in learning more.
After a deep-dive market research of One Love Foundation's core audience and the most effective platforms for KPI results, Resolution Media designed a plan to ignite conversations and generate brand awareness. In the plan, Resolution recommended that One Love:
- Focus on reaching its core demographic and generate conversation around physically and emotionally abusive relationships through the hashtag #ThatsNotLove
- Flight campaigns on Facebook, YouTube and Instagram with KPIs for brand awareness and video view engagement
- Launch a Facebook campaign with layered targeting to reach people in the United States most likely to engage and allow for significant optimizations
- Approve multiple creative assets to launch consecutively to prevent audience fatigue
To execute One Love's first paid social campaign, the team:
- Researched One Love's core demographic (people ages 17-24, with layered targeting of high school and college students, etc.) and users most likely to engage with content
- Incorporated the branded hashtag #ThatsNotLove in all Facebook and YouTube content
- Promoted on Facebook via boosted Video Native Player in order to account for organic traction – as well as paid – in total engagements
- With view through rate as the main KPI, optimized media across Facebook and YouTube
For One Love's campaign, there was a strong correlation between results from paid media activity and increased organic user activity. Earned engagement helped drive the campaign's main KPIs of brand awareness and interest.
Social media results of the #ThatsNotLove digital campaigns Couplets (Feb 2016), Asterisk (March 2016) and Love Labyrinth (May 2016) include:
- A combined total view count of more than 33.2 million on Facebook
- A combined paid view count of more than 10.4 million on Facebook
- An astonishing ~266K shares helping attribute to earned media and an overall view count of ~33.2MM
- When paid media was activated, there was a substantial increase in not only paid page likes, but also organic page likes totaling 300-1,000 per day compared to the average 3-28 per day; when paid media stopped, the interaction dipped to levels similar to pre-paid support engagement
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