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Overview: The ZAC Foundation is a national nonprofit organization dedicated to preparing children and families for a lifetime of water safety. To help raise awareness of issues surrounding water safety, Scooter Media developed a digital strategy and social media campaign that leveraged May as “National Water Safety Month.”
Strategy: (1.) Utilize social media channels to distribute water safety/drain entrapment information, (2.) Leverage bloggers to broaden awareness of water safety issues, and (3.) Engage digital influencers to amplify strategic messaging tied to The ZAC Foundation’s mission.
Evaluation: Social media results for the campaign far outperformed traditional monthly efforts; on Facebook, The ZAC Foundation’s impressions grew from 26,811 to 1,077,087 in one month. Twitter impressions more than doubled. Personalized content created by 25 bloggers exceeded 1,500,000 impressions and drove 1,468 direct visits to The ZAC Foundation’s website. Amplification of the drain entrapment video by 60 digital influencers exceeded 36,000,000 impressions, including 1,789 tweets and 1,504 likes. The video itself was viewed more than 6,500 times during the campaign, ensuring viewers were more prepared for a lifetime of water safety.