Best Social Media !Campaign Submission:!

Compete Your CauseCampaign Duration:!

September 14th - October 16th, 2015!

Campaign Overview!Unlike most other social campaigns, Compete Your Cause was launched with a greater purpose in mind. It was not just about our brand, but served to gain widespread recognition for the 501(c)(3) arm of our company, Aspen Heights Awake. While focusing predominantly on global intiatives in previous years, the rebrand of this non-profit is heavily rooted in local initiatives as well. Through Compete Your Cause, we were not only able to cast a spotlight on Aspen Heights Awake, but we were able to have an impact across the country by helping local organizations gain recognition.!!We hosted this campaign in two waves. Round one was hosted on the local Facebook pages in each of our markets with the winners advancing on to a national round hosted by the Aspen Heights Awake Facebook page. Local winners received $1,000 for their organizations and the grand prize winner received an additional $5,000. By using the Facebook platform, we were able to house images for each cause in albums for easy organization. Counting likes as votes was a low barrier to entry for easy participation and the sharing and comments features of the platform allowed for the contest to rapidly spread. Through this campaign, we were able to help Aspen Heights Awake serve part their mission: To be Awake to the needs of local communities, inspired to take action and engage others to do the same. !!

Compete Your Cause was promoted through a series a social posts and emails to residents and members of student organizations urging them to sign up and compete in this campaign for their charity or philanthropy.!

Implementation!

Emails and social posts linked back to a landing page where students could sign up their organization to compete. In total, we had 232 participating organizations that we prequalified across our 14 markets for wave one of Compete Your Cause.!!

Implementation!

Wave 1 – Local Round!The contest went live on October 12th and showcased an image of each organization housed in a Facebook album. The contest was promoted on Facebook, Twitter and Instagram, directing students to ‘Like” our Facebook page and “Like” the image of their favorite cause to help win them $1,000 and advance to the national round.!

At the end of the week, votes were tallied and the winning organizations in each market were announced across all social channels. !

Wave 1 – Local Round!

We saw impressive engagement numbers across the board, with a total of over 48,000 likes, shares and comments combined. Corpus Christi had the highest number of engagements with over 6,200! !!Shares are the hardest engagement to receive on Facebook, so to see over 5,000 shows that our audience was very engaged with this campaign.!

Wave 1 – Local Round!

•  Fan Growth: 7,410 new fans (9% growth overall)!•  Total Engagements: 48,050 likes, shares and comments!•  Total Impressions: 1.6 million! !

Wave 1- Measurable Return!

Wave 2 – National Round!The National Round went live on October 19th with the 14 winners competing to win $5,000 for their organization. The guidelines remained the same as wave 1, however this was housed on our Aspen Heights Awake Facebook page to gain widespread recognition for this initiative. !

The organizations that saw the most success were those who used the comments section to tag their friends, asking them to vote. This was a huge contributor to our overall success and high number of impressions over the course of the campaign.!

Wave 2 – National Round!

The votes were tallied at the end of the week with a few front runners campaigning until the very end. The winning organization of the national round was Kappa Kappa Gamma for Girls Academy in Statesboro with over 6,250 likes! Their success was influenced heavily by the fact that their image was shared 987 times and received 968 comments tagging people to promote their cause.!

Wave 2 – National Round!

The winning organization was announced on the Aspen Heights Awake Facebook page and saw record breaking numbers for an organic post. !!•  Total Reach: 15,461!•  Total Engagements: 604 !•  Engagement Rate: 40%!!*A typical engagement rate for this page is around 5%!

Wave 2 – National Round!

•  Fan Growth: 2,550 (209%)!•  Total Engagements: 37,803 likes, shares and comments!•  Total Impressions: 1 million! !

Wave 2- Measurable Return!

Overall Campaign Results!

Over the lifetime of the campaign on Facebook, !we received a total of:!

*85,850 Engagements (likes, comments, shares)!*9,840 New Fans!*2,640,000 Impressions!

Campaign Summary!The results of the campaign far exceeded our expectations and we were thrilled to see organizations unite to promote causes they care about. A few key highlights to help understand the success of these metrics:!

•  We saw an overall fan growth of 9% for wave 1 and 209% for Aspen Heights Awake in wave 2. A standard growth rate for us on Facebook is around 1% per quarter.!

•  Some images saw up to a 50% engagement rate. Our standard key performance indicator for good content sits around 7% on Facebook. !

•  In a typical week, we see an average of 200,000 impressions for Facebook. This contest put us over 1.5 million!

•  While organic reach has dropped on Facebook and engagement becomes harder to get, we were able to hit a total engagement number that would otherwise take months. !

•  Engagement stayed strong through wave 2. We only highlighted the 14 winning organizations compared to over 230 in wave one. However, we only saw 10,000 less engagements which is very impressive.!