Social Media Campaign Stat Box
: USA Today's #America Wants Twitter Campaign
: Products and services
: Charitable & Non-Profit Organizations
: Charity & prize (a full-page, full-color ad in USA Today, valued at $189,400)
: 13-16 April, 2010
: 4 days
USA Today is a national American daily newspaper published by the Gannett Company. It was founded by Al Neuharth. The newspaper vies with The Wall Street Journal for the position of having the widest circulation of any newspaper in the United States, something it previously held since 2003.
According to the Audit Bureau of Circulations, the paper has 1.9 million copies as of October 2009. USA Today remains the widest circulated print newspaper in the United States.
Idea & Objectives:
The #AmericaWants hashtag contest was conceived by Social Media strategist Alex Nicholson as part of USA Today’s larger “What America Wants” brand campaign, designed to illustrate USA Today’s connection with the American experience and readers’ engagement with the brand on multiple media platforms.
The charity that had the most retweets of the message “#AmericanWants [charity name] to get a full-page ad in USA TODAY” with its name in the tweet between Tuesday, April 13 and Friday, April 16 was declared the victor.
Who’s the lucky winner? An anti-depression non-profit organization: To Write Love on her Arms:
“USA TODAY’s Kindness community is thrilled to announce that To Write Love on Her Arms (TWOLHA), a non-profit dedicated to helping people with depression, addiction, self-injury and suicide came out on top with the most tweets in our #AmericaWants Twitter campaign for charity“!
All in all, users posted more than 60,000 tweets in support of more than 500 organizations. The tweets reached an estimated 67 million users on Twitter, according to data collected by Radian6.
Opinion & Lessons Learned:
In my opinion, this campaign’s success relied heavily in the good reputation and credibility of USA Today.
But what else played a role in this campaign’s success?
Simple + quick + charitable + rewarding = ingredients for a great and effective campaign:
- Short-lived and straight forward campaigns have the power to attract and maintain attention. Depending on the type of your campaign, sometimes it is best to have a quick “in and out” strategy in order to achieve the results you are aiming for.
- A simple campaign, which utilizes one social media channel, can have the same outcomes as one which utilizes more than one channel! It is not always about quantity, quality counts as well!
- It is hard to say no to participating in charity-based campaigns! People want to give and be part of a better world.
- Rewards, in general, have the power to drive more people to a campaign. Rewards should be studied according to the needs and characteristics of the target audience in order to be effective and alluring!
Finally, I’d like to ask you a few questions: Did you hear about this campaign? What do you think of it? Would you have considered supporting it or being a part of it?
Looking forward to hearing your comments down below…