"Did You Know?" World Autism Day Campaign
I am so fortunate to have been part of a wonder team that successfully executed a viral social media campaign that reached over 4.6 million viewers and raised $25,000 for Canucks Autism Network (CAN) in April 2019.
The campaign was built around a video that aimed to promote autism acceptance, build brand awareness, and raise vital funding for CAN.
For every re-share of the video across Facebook, Instagram, and Twitter, The Surrey Firefighters Charitable Society (SFCS) had committed to donating $1 to CAN — up to $5,000.
The video made a significant impact to the CAN brand by reaching new audiences across the world, tripling Instagram account followers in a week (from 5K to 14.5K).
Due to the overwhelming success of the campaign, we faced the unexpected challenge of answering to critics who felt that our sponsor’s $5,000 maximum contribution was far too low. In response, we posted a live blog with FAQs that allowed the campaign to continue while protecting our sponsor’s reputation.
Within two days, four additional sponsors came onboard to support to match the original $5,000 contribution ( Aquilini Development, BMO, Vancouver International Airport, and Canucks For Kids Fund ) , bringing the total funds raised to $25,000 for Canucks Autism Network.
CAN's video spread rapidly on Instagram stories, exceeding 5,000 shares and maxing out SFCS's $5,000 commitment in less than 4 hours.
( 🔑 duties )
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planned the production schedule
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shot and edited the video
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monitored social media channels
In total, the video organically garnered 4.6+ million views, 738K+ likes, and 4K+ comments on Instagram, while also reaching all-time highs for post engagement on CAN's Facebook and Twitter.
CREW 💚 :
Social Media & Messaging : Harold Cecchetti
Script & Communications Lead : Lindsay Petrie
Video : Sabrina Wong
Sponsorship : Ryan Yao
Talent : Canucks Autism Network Members & Supporters
Fun Fact :
The campaign was picked up by The Daily Illini, an independent student newspaper in Illinois.