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Macy’s Heart of Haiti continues to be a grassroots effort that thrives through the support of our blogger group called Everywhere Society, social media coverage and a devoted community that helps countries reach economic stability. This is a presentation compiled for the SoMe Awards about Everywhere Agency's Heart of Haiti digital outreach capabilities during September - December 2013 and why this cause is still relevant.
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Sept – December 2013
Digital Outreach& More
The devastating earthquake of January 2010 has made it very difficult for Haitians to make a living. Raw materials have been wiped out, there is a lack of secure and sanitary conditions, and no funding to support economic relief.
Heart of Haiti is a “Trade, Not Aid” initiative launched by artist and social entrepreneur, Willa Shalit, along with The Clinton Bush Haiti Fund and Macy’s. The initiative offers the first sustainable work since the earthquake, enabling artisans to repair homes, pay school fees, as well as feed and clothe their families. With steady income comes better nutrition, improved education and access to healthcare.
Why This Cause?
◀ “When Macy’s came to us with the first order, this was the first program that allowed us to have some financial stability after the earthquake.” - Rony Jacques
“▶ It makes me happy because I get work and the orders from Macy’s are how I am able to send my children to school.” – Chena Jilles
Macy’s Heart of Haiti continues to be a grassroots effort that thrives through the support of our blogger group called Everywhere Society, social media coverage and a devoted community that helps countries reach economic stability.
Summary of Our Digital Outreach
This season we decided to engage our buyers and supporters from multiple angles and platforms including: traditional product reviews, blog posts, event sponsorship, Facebook campaigns, Twitter chats, traditional media coverage and even an e-book focused on philanthropic giving and raising charitable children. This e-book, “Growing Up Giving”, is a chance for parents to insert Heart of Haiti into broader conversations that they have with their children about philanthropy.
While Heart of Haiti may reside as a product line in Macy’s, a well known company, it can still be a challenge to garner engagement due to some of these issues:
Digital Outreach Challenges
• Everywhere has a shoestring budget and must rely on the kindness of bloggers and organizations to do pro bono work.
• When we contract bloggers to promote Heart of Haiti products, we will often send them a piece to review in lieu of compensation. 5-10% of bloggers per campaign will cut off communication after receiving merchandise, without posting a review.
• People no longer see Haiti as a current or relevant cause, as the earthquake was in January 2010; however, their community is still recovering.
Domestiphobia
Formal Fringe
Jacqueline Marque
Kimberly Murray Photography
Robin McCoy
Midlife Mommie
Begin to Craft
Generation Fabulous
B So Chic
Local Parent Network
Comeback Momma
Well In THIS House
The Angel Forever
Daddy Mojo
Live. Do. Grow.
All Things Fadra
Girlfriends with Goals
Heart of Haiti Blog Posts Our campaign was focused on raising awareness of the new products available through the program by featuring a variety of new home décor items.
Heart of Haiti Blog Links
Blog Impressions: 1,756,311
Images from blogger’s posts!
Twitter Chats
In October, Everywhere participated in a #Bloggers4Haiti Twitter chat as @HeartOfHaiti to raise funds for OFEDA, a collective of female artisans struggling to survive in Haiti. We continue to garner the respect of the community by supporting other non-competing Haitian initiatives. The Twitter chat garnered more than 3.7 million impressions.
We were featured in two holiday gift guides. The Three Amigas Gift Guide hosted giveaways for Heart of Haiti product during their annual twitter chat #3AmigasGuide, that garnered more than 4 million impressions.
3,353 Twitter Followers (+979 last quarter)
TweetReach for #HeartofHaiti
Facebook Reach and Engagement
Blog Impressions: 1,756,311
Twitter Reach: 4,500,000
Facebook Reach: 43,114
Pinterest Followers: 12,300
Twitter Followers: 3,353
Facebook Likes: 2,124
Heart of Haiti Blog Views: 104,032
Twitter Exposure: 14,000,000
#3AmigasGuide: 4,000,000
Social Stats Recap
Images from blogger’s posts!Total Impressions: 18,159,446
Everywhere was able to garner millions of impressions for this cause campaign in a variety of ways for nearly no cost, while also getting an online community to rally around the cause and engage in the campaign.
Traditional CoverageNedra of the Adventure Mom blog, who belongs to Everywhere Society, featured Heart of Haiti not only on her blog, but also as a product on Cincinnati's FOX19 morning show about gifts that give back! See the clip here: http://bit.ly/1e5mSYA
Everywhere negotiated free sponsorship to be a part of the 3rd Annual Flavors and Colors of Haiti Gala, an event celebrating Haitian culture, fashion and contributors.
The gala was hosted by the General Consulate of Haiti in Atlanta. We supplied the gift bags with Heart of Haiti paraphernalia and were included on all signage. There were 350 guests with interests in investing in Haiti.
Colors of Haiti Gala
The e-book features quotes and tips from charitable organizations, as well as our community of bloggers. A Haitian artist contacted through the ABN licensed her illustrations to be used within the guide.
Capitalizing on the buzz around December 3rd’s #GivingTuesday, we facilitated blog posts and asked our networks to share the e-book, which depicts Macy’s Heart of Haiti as an ambassador for goodwill. We continued to share the e-book throughout the holiday season.
“Growing Up Giving” Blog Posts
Growing Up Giving Blog Links
Blog Impressions: 99,424
FSM BlogsGulf Coast BloggerAnti-Poverty MomFree and For MeBesosLive Do Grow30 Something TherapyInstead of the Dishes
Our December campaign focused on commissioning bloggers to share the e-book. We received 8 blog posts without requiring compensation for the promotion.
E-Book Reads: 318
Twitter Stats #Guide2Giving
Reach: 866,150
Impressions: 1,245,752
Tweets: 203
Facebook Reach: 11,072
Blogs: 8
Blog Impressions: 99,424
Total Impressions: 2,222,916
“Growing Up Giving”
Campaign Stats
Everywhere is a full-service social media and marketing agency based in Atlanta. We help brands grow in the social media space by building out and executing unique social media campaigns helping Fortune 500 clients, established companies, as well as new and emerging brands create a dialogue with their audiences by coupling new media with creative strategy. Everywhere was the Guinness World Record holder for most wide-spread social media message in 24 hours through their #beatcancer campaign.
About Everywhere
Specialties: * Blogger relations & ambassador project management * Social media community development & creative content production * Online reputation management * Social media training for corporate executives and marketing teams * Social media buying * Influencer identification and outreach * Social media monitoring, metrics, reporting & analysis * Social media policy/implementation
www.EverywhereAgency.com
Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks(R) and the Macy's Thanksgiving Day Parade(R), as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.
Heart of Haiti is a “Trade Not Aid” initiative launched by artist and social entrepreneur, Willa Shalit, The Clinton Bush Haiti Fund and Macy’s. Heart of Haiti provides artists with an opportunity to make a living, feed their families and pay their children’s school fees. Already, The Heart of Haiti collection has led to employment of 750 artists in Haiti providing financial benefits for an estimated 8,000 people in the country. Sharing a “gift that gives back” is a great way to raise awareness and celebrate artistry and regrowth. Heart of Haiti products are available exclusively on www.Macys.com/Haiti. To stay up-to-date follow @HeartofHaiti on Twitter or like our Facebook page http://facebook.com/HeartofHaiti.
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