Oath is a subsidiary of Verizon that serves as the umbrella company of AOL and Yahoo. As a values-led company, Oath celebrated its one-year anniversary with its first ever global employee day of service, #TheGreatBuild.
Spearheaded by the company's social impact arm, Oath for Good, the global volunteer day brought together over 6,000 employees to drive meaningful change in their communities and build a better world.
The goal was to not only celebrate Oath's first year as a company, but also to drive awareness around the impact of The Great Build. By engaging with employees, leveraging Oath's brands, and partnering with the Board of Advisors, Oath worked with over 200 nonprofit organizations in 18 countries to impact over 5 million lives.
Here's how: 6,100 employee volunteers in 81 cities in 18 countries with 7 celebrity influencers impacted 5 million lives and garnered 52.5M social reach in just one day.
The Oath social team and the Oath for Good team set out to capture the impact of the day using the hashtag - #TheGreatBuild. The Oath for Good team partnered with hundreds of employees who served as the local project leads in each of the 81 cities. They were equipped with a social toolkit to drive social interactions from employees in their volunteer groups, as well as the non-profit organizations they worked with.
Oath partnered with its Board of Advisors and their charitable foundations on several projects across the United States, including the board's Chairwoman, Serena Williams' Yetunde Price Resource Center & the Compton Unified School District; Tamika Catchings' Catch the Stars Foundation; Russell Wilson and Ciara's Why Not You foundation; Joey Logano's Joey Logano Foundation; Carla Harris and A Better Chance; Regina Wilson and Bronx Youth Empowerment Program; Abby Wambach and Together Rising.
Oath also leveraged their house of brands, both from a social and editorial standpoint, including MAKERS, RYOT, Yahoo Sports, Yahoo Canada, Yahoo Homepage, Autoblog, and more.
The social campaign was activated in real-time, creating a living, breathing social story that showcased the global impact that the day had. @Oath leveraged Instagram stories to take viewers on a 24-hour journey starting in Singapore and ending in Brazil, and reshared content from across the employee base, Board of Advisors, and Oath brands. Social extensions included several blog posts from Oath.com that were shared on LinkedIn, Facebook albums with dozens of photos, and a Tumblr page that curated content from across the hashtag, #TheGreatBuild.
The social campaign not only helped Oath achieve the goal of celebrating its first anniversary and bringing awareness to the impact of the day, but #TheGreatBuild also increased company pride and connection to purpose, while giving employees a chance to bring Oath's values to life.
Through our social campaign - in 24 hours #TheGreatBuild drove:
- 52.5M social reach
- 900+ mentions across Instagram, Facebook, Twitter, Tumblr, LinkedIn
- 38% of the social actions were global
- Social mentions from Board of Advisors:
- Serena Williams (10.6M followers), Ciara (10.9M followers) , Russell (5.5M followers), Joey Logano (485K followers), Tamika Catchings (67K followers), Carla Harris (12K followers)
- Social mentions from Oath brands:
- MAKERS (102K followers), RYOT (48K followers), Yahoo Sports (440K followers), Yahoo Canada (8K followers), Yahoo Homepage (1.4M followers), Autoblog (344K followers)
6,100 employee volunteers, 81 cities, 18 countries, 7 celebrity influencers, 1 Day = 5 million lives impacted & 52.5M social reach.
There is no doubt that #TheGreatBuild drove meaningful change in global communities and helped to advance our mission of building a better world.
