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Industry
- Public health & child health
Solution
- Fully managed pro-bono Campaign
KPIs
- Reach
- Clicks
- Content published
Supporting over 800,000 parents during the COVID-19 pandemic through collaborations with 30 creators in just 4 weeks!
The COVID-19 pandemic has upended family life around the world. School closures, remote working, physical distancing — it’s a lot to navigate for anyone, but especially for parents.
This campaign was centered on the values of UNICEF and WHO and supporting parents and caregivers in doing the best they can during the incredibly difficult, uncertain and stressful times of the COVID-19 pandemic.
Influencer Marketing as a Support System
WHO and UNICEF delivered this campaign in collaboration with their partners Parenting for Lifelong Health, US CDC, Global Partnership to End Violence and Oxford University.
The campaign was developed and spearheaded by Publicis Communications in Lausanne (Switzerland) and based on the principles that parents and caregivers need the right tools to build a healthy, positive family life. These key values were translated into a set of practical, fun and evidence-based tips to help parents and caregivers manage the new (temporary) normal.
The Solution
Global Reach
From millions of influencers across the world, Upfluence sourced over 600 suitable candidates that aligned with the interests and values of UNICEF and The World Health Organisation.
Audience Targeting
Precise influencer interests and audience matching helped Upfluence quickly identify the best influencers to promote this important and timely message to Moms, Dads & caregivers.
Content Production
Influencers were asked to produce two stories that promoted UNICEF & WHO’s helpful tips and hacks and/or capture themselves trying and accomplishing these recommendations.
The Results
+800K
Estimated Reach
1,228
Clicks to who.int
2,050
Clicks to unicef.org
69
Publications
Instagram Stories
The campaign’s creators were able to increase awareness around UNICEF/WHO’s parenting tips through their own unique, eye-catching stories including:
- Hashtags
- Swipe-up stickers
- Animated gifs
- Video content
Custom Stories Template
The creators were also able to share their recommended parenting tips through a dedicated stories template designed specifically for the Unicef/WHO campaign:
- Filling in the spaces with animated stickers/gifs
- Tagging their friends and/or other influencers to participate
- Leaving a blank template for their followers to fill out
Bonus Content
Wanting to support parents even further during this trying time, 13 of the campaign’s creators went above and beyond the campaign brief and posted additional stories, and 6 of the creators even promoted the campaign on their grid feed. These posts alone yielded a further:
- 10,785 Likes
- 386 Comments
Positive Impact
The success of the campaign can be attributed to the merit of the sponsors and collaborators involved. A higher than usual number of contacted influencers were happy to support parents, UNICEF and WHO during this crisis. The organic results of the campaign are very satisfying with more than 4.8K interactions on the influencers’ stories.
In addition to the 3,278 swipe-ups, there were a further 735 clicks to the @who Instagram page and 713 clicks to the @unicef Instagram page, demonstrating increased interest from the audience. High quality and reusable content was created for the campaign that can be used by UNICEF and WHO to reinforce their brand content strategies.
