Page 177 - Best Digital Marketing Campaigns in the World

168 The Best Digital Marketing Campaigns in the World

Action

For World Malaria Day, Malaria No More and high-profile Twitter celebrity
Ashton Kutcher partnered to raise awareness on Twitter. Ashton decided to
take the partnership a step further by daring CNN’s breaking news Twitter
feed to race him to one million followers on the micro-blogging platform.
Ashton pledged to donate 10,000 mosquito nets to Malaria No More if he got
there first – which he did – and the rest is history.

CNN matched his net pledge, and the ‘twitterati,’ including Oprah and Ryan
Seacrest plus individual ‘twitterers’ around the world, donated nets through
Malaria No More as well.

The 89,724 life-saving bed nets donated through the campaign have been
distributed to African families in Senegal.

Results

●● Awareness about malaria spread exponentially on Twitter as millions of
twitterers learned about malaria and what they could do to help.

●● A 10,000 per cent increase in @malarianomore followers on Twitter to
stay informed of progress about malaria directly as Ashton and millions
more spread the word around the world by re-tweeting.

●● A surge of traffic to MalariaNoMore.org, generating more visitors in April
than the previous 12 months combined, by individuals learning about the
disease and the global effort.

●● An outpouring of support on the Malaria No More web petition to
President Obama and Congress to urge support of malaria control
funding.

●● Millions of media impressions, bringing the message of malaria
awareness to a much broader audience.