2016 Komen KC Night at The K Social Media Results

Susan G. Komen Greater Kansas City 2017 AMPSKC Awards Entry: Komen KC Night at The “K”


Overall event generated nearly $45,000 and gathered more than 1,100 supporters in the fight against breast cancer! Promotional costs were contained to $350 for sponsored posts. All graphic design, content creation and social posting, emails and Website design was done in house by Komen Kansas City staff.

Our pre-event social campaign messaging reached more than 600,000 via Facebook, Twitter & Instagram (sponsored & organic posts). Each sponsored Facebook post averaged reach between 50K and 70K as well as engagement between 1.5K and 3.1K. Day of event reach was clocked (over all three platforms) at an additional 100,000!


Website conversions (tickets and/or t-shirts purchased) was a key statistic to monitor throughout the lead up to the event as only 527 transactions took place to generate more than 1,100 tickets sold.


Simple design of Facebook post including pink baseballs with Kansas City Royals logos plus the World Champions logo drew attention to the visual component of the posts.


Tweets made up ¼ of all promotions for the event. Including @Royals drew added attention to the post and typically led to added engagement. Especially if posted during preceding games.


Use of the pink Kansas City Royals baseballs and World Champions logo always gained added exposure during the campaign.


Use of the bit.ly link allowed us another statistic to monitor for engagement.

The link was engaged nearly 2,000 times during the campaign (approximately 10 times the 2015 link used)


Instagram was used less due to lack of simple hyperlinks in posts … awareness of the event and bracketing other marketing was the focus for these posts during the pre-event campaign. Day of and night event Instagram was used much more to showcase all aspects of the evening.


A Facebook Event was created to continue to amplify the promotional and educational aspect of the event and provide another vehicle for ongoing program updates.


Periodic posting on the discussion tab of the Facebook Event re-engaged many of those who noted they were either interested or going to the event. Reach netted 163K with engagement coming in just under 4K from the Event post alone.


50/50 raffle … $17,414 was raised by the fans that evening with half of the winnings supporting Susan G. Komen Greater Kansas City.


Pre-game waiting in the press room with Kay-Cee and the big Pink Winning “W” (Left)

A quick tweet/photo from the field ahead of the game with the big Pink Winning “W” and Slugger (Right Upper)

Survivors waiting to go out on to the field before the game (Right Lower)

Documents

2016 Komen KC Night at The K Social Media Results