Unity Productions Foundation joined forces with The Tempest to bring social justice issues to life on the social web through fun, informative content. By ensuring that people felt energized and connecting them around a common cause, Unity Productions Foundation’s The Tempest campaign sought to expand awareness and enhance perception of as a leading force in fostering peace.
“Readers aged 18-34 were 65% more likely to read the social article.”
Taking a highly salient approach, Unity Productions Foundation and The Tempest created an engaging custom social content that embodied facts especially needed in today’s climate. The post highlighted some of the most shareable, awesome tidbits around a targeted faith minority, and used custom GIFs to further underscore points and create an engaging experience.
Through social storytelling, Unity Productions Foundation and The Tempest created action and pushed readers to rethink perceptions they might otherwise have.
The Tempest also helped develop organic engagement and discussion socially for Unity Productions Foundation, which led to further reach.
“Readers exposed to UPF’s The Tempest content were 42% more likely to engage and follow current events.”
To measure the impact of Unity Productions Foundation’s The Tempest content on brand awareness and social impact, Unity Productions Foundation and The Tempest conducted a thorough engagement analysis through Google Analytics, social data and Quantcast. The study aggregated results based on whether a viewer had no exposure to the content, viewed the content as a result of paid media, or received the content through social sharing.
The target demographic overindexed by 220% on Unity Productions Foundation’s The Tempest content (Versus initial estimates, via Google Analytics).
Readers exposed to Unity Productions Foundation’s The Tempest content spent a stunning average of 3 minutes 40 seconds engaging actively, a stark contrast to the fact that 55% of web users spend only 15 seconds on a piece of content. Readers were extremely interested and brought in their own perspectives to the content.
Exceeding its brand objectives, Unity Productions Foundation enhanced its perception as an engaging, relevant and reliable source of information among the most engaged and influential audience on the web.
Through exciting, interesting content on The Tempest, Unity Productions Foundation engaged readers on a deeper level and empowered uplifting conversations in the world.