Agency Partnership Release Amnesty International Australia Case Study Results for the Chinese Internet Censorship Social Media Campaign

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The Social Media Marketing strategy was developed and implemented for Amnesty International by an agency consortium consisting of Care Network, Bendalls Group and dgmAustralia

Amnesty International Australia provided a challenge to the group with a three-week campaign window prior to the launch of the Beijing Olympics. With clearly defined objectives, the social media campaign focused on three unique content pieces that were optimised for SEO and a blog engagement strategy.

The aim of the Social Media strategy was to drive people to the Amnesty campaign web site -- encouraging supporters to take action by downloading widgets, joining the pledge and attending a day of protest in Sydney.

The campaign generated over 1,400 blog posts with 18,000 conversation threads. The full case study results for the Social Media campaign can be downloaded by clicking here.

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