Clever Girls Collective works with big brands every day who want their campaigns to ‘just go viral.’ Although you can't force virality, a great story, goal-oriented plan, and authentic engagement can help it happen.
San Francisco, CA (PRWEB) March 31, 2014
Social Media Agency Clever Girls Collective has just released a new video detailing their social media plan that made #Batkid go viral. On Friday, Nov. 15, 2013, five-year-old cancer fighter Miles, aka #Batkid, got his wish to become a superhero granted by the Greater Bay Area Make-A-Wish Foundation with support from a social media campaign created by Clever Girls Collective.
Tens of thousands of supporters lined the streets to cheer for Miles. And online those ranks swelled to hundreds of thousands. Well-wishers including President and First Lady Obama; famous Batman actors Val Kilmer, Christian Bale, and Ben Affleck; other celebrities including Britney Spears and Enrique Iglesias; sports teams including the San Francisco Giants, the San Francisco 49ers, and the Golden State Warriors; and even an astronaut at the International Space Station. They sent their encouragement via tweets, Instagram photos, and Facebook updates—and the president notably congratulated Miles via his first ever Vine video, saying: "Way to go, Miles. Way to save Gotham!"
On Nov. 3, roughly two weeks before Miles' big day, Clever Girls Collective Founder/President & Chief Evangelist Stefania Pomponi contacted the San Francisco chapter of Make-A-Wish offering Clever Girls Collective’s social media support after reading a blurb on a local blog about San Francisco being turned into Gotham for a five-year-old #Batkid. She knew that with a social media push, the wish had the potential to go viral.
Make-A-Wish Greater Bay Area Executive Director Patricia Wilson accepted and within 24 hours, Clever Girls Collective created the social media plan and began coordinating with partners like Twitter, Livefyre, and analytics company Simply Measured, who monitored all of the social media activity.
On Friday, Nov. 8, 2013, just five days after Clever Girls Collective first contacted Make-A-Wish — and exactly one week before the big event on Nov. 15, 2013 — the social media plan was launched and pre-promotion began.
“Clever Girls Collective works with big brands every day who want their campaigns to ‘just go viral.’ Although you can't force virality, a great story, goal-oriented plan, and authentic engagement can help it happen,” said Stefania Pomponi. “For Miles’ wish, we were able to create an effective plan so quickly because, this is the work we do every single day on behalf of all of our clients. We were honored to help make Miles’ wish come true and are delighted to continue supporting the Greater Bay Area Make A Wish chapter through 2014.”
“People respond to significant stories via social media, whether you want them to or not, and whether you participate or not. Goal one is a story worth telling. The second goal is to do everything possible to steer the conversation and make it easy for people to contribute to your narrative,” said Cat Lincoln, Clever Girls Collective’s CEO. “Batkid is pretty much the greatest story ever, so that was easy. We knew the real work was steering activity. We focused on setting the social media stage so that the story — which deserved to go viral — actually could.”
#Batkid Campaign Results:
Thanks to social media, "regular" people also added their voices to the chorus of support for Miles, and created an electronic outpouring of emotion. The campaign generated:
-An estimated 1.7 billion social impressions
-An estimated 25 million Instagram impressions
-An estimated 550,000 individual Tweets
-President Barack Obama’s first-ever Vine video (link: http://clvr.li/1iQ2vxU)
-More than 1,000 hits per second to the Make-A-Wish Greater Bay Area website during peak traffic times
The #Batkid video can be viewed here at the Clever Girls Collective Youtube channel: http://clvr.li/QwWux8
For additional information please contact: stefania(at)clevergirlscollective(dot)com
About Clever Girls Collective
Clever Girls Collective, Inc. is an award-winning content and social media agency that connects brands with a vetted network of over 6,500 female social media influencers, reaching more than 60 million unique visitors per month. Their product suite and proprietary technology platform create authentic and compelling user-generated content and native advertising for brands across all social media outlets. Clever Girls Collective’s programs are scalable, measurable, and drive results. Female founded and run since 2009, Clever Girls Collective is based in the San Francisco Bay Area and can be found at CleverGirlsCollective.com or via Twitter, Facebook, Pinterest, Instagram @CleverGirlsColl.