The aim of World Vision’s Girls Rising Campaign was to encourage Irish men and women to take a moment to understand and talk about the rights and role of women in the world. Many girls are denied access to education because of early marriage and other cultural practices. Even gathering water is often a burden that prevents girls from going to school.
The movie Girl Rising is a ground-breaking critically acclaimed film that spotlights the stories of nine unforgettable girls born into unforgiving circumstances. The film is narrated by Liam Neeson, Cate Blanchett, Selena Gomez, Alicia Keys, Meryl Streep, and many others.
Combined Media and World Vision created a fully integrated, multi-channel digital campaign to:
Raise Awareness of the condition of girls and women in the world
Generate leads through website sign ups
Acquire registrations to Girl Rising movie screenings all over Ireland
Combined Media devised a simple navigation system for the landing pages, making it easier for users to watch excerpts from the movie , register for events, raise awareness and sponsor a girl. A combination of digital marketing activities included Google Adwords, Banner Advertising, Facebook, Twitter, Youtube, Pinterest, SEO, Affiliate marketing, Email Marketing and remarketing.
Strategy and Implementation
The main focus was on lead generation and awareness. Bespoke child sponsorship landing pages were created and tested, with clear CTA’s and messaging. Content was constantly revised using user’s’ behaviour analysis and A/B testing. As 60% of the traffic comes from mobile, our creative design team’s goal was to make the mobile experience seamless and encourage social shares.
A movie screening for Girl Rising was shown in eight different cities around Ireland. Landing pages and competitions were created for each event.
Custom audiences were created on various channels to target audiences on the database and to target people within a geographic radius where the events were taking place. Online banner ads were published on local news websites to raise awareness about the events including national; Entertainment.ie and local pages; thecorknews.ie, connachttribune.ie and galwayindependent.com.