#Plogathon

I was asked to lead another campaign for Mina Guli and her Foundation, Thirst. The campaign was titled #plogathon and the activation days were 3 - 5 December 2020.

The campaign’s objective was to continue building on the momentum of #sweat4soap and expand the global community of citizen activists. The KPIs were:

15million impressions on the #plogathon hashtag,
an email sign-up goal,
in depth activation of the the running community in South East Asia,
linking plastic pollution to the global water crisis.

I once again deployed the “Numberator”; a marketing automation tool that I’ve used in most of my campaigns to help content and social media scale. The Numberator ensured that:

Everyone was sent a personalised email with a race number upon signing up
Personalised tweets from Mina to runners
Certificates of participation were sent to every runner with a personal note of thanks.

Over 2,000 people from more than 40 countries signed up. The campaign hashtag got over 21 million impressions during the campaign period. We also achieved positive growth on all platforms: Facebook, Twitter, Instagram and Strava.

The feedback and content from the campaign was extraordinary. Photos from all over the world flooded in and it was particularly special to see so many kids getting involved.

My responsibilities included: campaign direction and strategy, all social media & copywriting, paid social media; email marking and building the landing page.