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Plan International is one of the oldest and largest, not-for-profit international development organizations that works in partnership with millions of people around the world to end global poverty.
This past August, Plan International asked us to come up with a unique strategy in an effort to help them target secondary and post-secondary school students through Influencer Marketing to increase awareness and participation towards their ‘Spread the Net Student Challenge’.
What Is The Spread The Net Student Challenge?
Co-founded by Rick Mercer and Belinda Stronach in 2006, the Spread the Net Student Challenge is a competition between schools across Canada to raise funds for bed nets to help in the prevention of the deadly malaria disease. The top fundraising elementary, secondary and post-secondary schools receive a visit from Rick Mercer and appear on an episode of the Rick Mercer Report.
Finding The Right Platform
Each year, malaria kills an estimated 438,000 people, and it remains the leading cause of death of children under 5 in Africa.
In order to relay that message to students and have them participate in the #spreadthenet Student Challenge, we selected a well-known YouTuber to create highly shareable content that would initiate discussion, and drive donations to this great cause.
Finding The Right Creator
That well-known YouTuber was Charlie McDonnell, also known as charlieissocoolike.
With over 2 million subscribers on YouTube, Charlie is known for his Fun Science Series where he explains the science behind subject matter like: ‘What Makes Something Cute?’ and ‘Why Do We Love Fictional Characters?’.
Who better to explain the science behind Malaria in an engaging manner and win the attention of students across the country?
Finding The Right Message
The message was simple…
1 Net.
10 Bucks.
Saves Lives.
Charlie created a ‘Fun Science’ style video for Plan International’s YouTube Channel titled ‘What’s The World’s Deadliest Creature?’.
In the video, Charlie explains what makes the malaria disease so deadly and what Plan International Canada and you can do to stop it.
He also promoted the video through his own Facebook, Twitter, and and YouTube Channels to increase the organic reach and engagement around the video.
The Results
To date, the video has been viewed over 84,000 times and Charlie has received over 10,000 engagements (likes, comments and shares) on YouTube, Facebook, Twitter and Instagram.
Plan International also used Charlie’s video to educate students on their cross-country tour promoting this initiative to elementary, secondary and post-secondary schools; garnering incredible attention around the cause.
The Spread The Net initiative, in partnership with both local communities and government entities in Liberia and Zimbabwe, has helped distribute more than 2 million of these life-saving bed nets.
Looking to donate? You don’t have to be a student! Donate A Bed Net Now.
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Are you aiming to increase web traffic or grow your social media presence? Figure out why you’re leveraging paid media in the first place and build your strategy from there. Having clearly defined goals in mind will help you focus on your brand’s key priorities.
Designing strategies that cater to all three stages of the buyer journey ensures that you’re maximizing your brand’s reach. Every user at every stage is valuable—and you have to make sure you’re creating paid media content that speaks to each audience type.
Effective paid media is tied to targeting the right keywords. If you’re leveraging paid search ads to appear on SERPs (search engine results pages), then in-depth research is necessary. Bid on the keywords that are most relevant to your business to trigger only the most effective ad appearances.
Gather your team—because it’s time to start coming up with ad copy that wins attention. The key is to resonate with your audience and inspire engagement. Be real. Be relatable. And most importantly, don’t underestimate the power of creativity.
Do the landing pages on your website effectively push visitors further down the sales funnel? If not, you’re letting potential customers slip through your fingers. Optimize each of your landing pages so that they nudge users towards converting.
The options are plenty when it comes to paid advertising, including Google, Meta, TikTok, LinkedIn, Microsoft, and Pinterest among others. Analyze who your target demographic is, research where it’s best to connect with them, and then target the platforms where you wish to build awareness.
If you’re ready to build your paid media ad campaign, you’ll find that it will be further broken down into “ad groups” to ensure more effective pay-per-click advertising. These ad groups house one or more ads that have similar targets or categories. Let’s say your brand’s website features categories such as clothing, shoes, and accessories. Creating ad groups according to keywords that fall under these categories will help the PPC system decide when to show ads for these products.
Retargeting ads are bound to succeed because it’s a second shot at a conversion. Visitors have shown interest in the product/service once before, and sometimes all it takes is a little reminder to push them to the checkout page. So don’t forget to retarget and aim better this time.
In the world of paid media, what works and what doesn’t? You’ll have to run A/B tests to find out! Whether you’re testing which keywords bring more traffic or which social platforms earn more ad engagement, you won’t find out what really works for your brand until you test it.
Revisit your initial goals. Did your efforts bring about the results you expected? Tracking results is an essential step in your brand’s paid advertising campaigns. The data you collect from currently running ads will help lay the foundation for your future campaigns.
After tracking your results, you’ll be able to see where adjustments are necessary. There’s always room for improvement, so keep striving to consistently resonate and build trust with your audience—it’s how to create paid ads that pay off.
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