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Inside Pope Is Hope #GoodIsWinning
Presented by: @KathleenHessert
Strategy and Activation
Timeframe: 3 months to launch
Rome Cuba US Rome
Platforms:
Strategy: To engage young people with Pope Francis and the Church generating and
amplifying the Millennial voice around the Pope’s historic US visit. Social and digital media
would be the major communication tools.
Client: Aleteia USA, Inc. A global Catholic digital media company
Target Audience: Millennials who are casual fans of the Church and or religion.
Catholic and non-Catholic
Digital Street Team
• 60 Millennials
• Passionate about social justice, faith
• Social media experts, engaged community
• Micro-storytellers
• Wanted in on historic Pope visit
• Onsite & virtual participation
• Total DST Followers: 792,000
• Engagement rate: 88%
• Median # of followers per DST members: 1200
@connortd76K followers
@comcathgrl19K followers
@jeremycowart263K followers
@brandenharvey115K followers
Command Center
10 days. 20 hrs a day. Strategists, Community Managers, Data Analysts
Pros NOT Zealots.
Staff: Catholics & Non Catholics
Churched & “Unchurched”
DST & paid staff
Media Center Activities: Edit content
Host interviews
Social listening & analysis
Aggregate, engage, amplify
Visually Awesome Content
1st Stop: #PopeInDC
57,403 views
3rd Stop: PopeInPhilly
1,150,592 views
2nd Stop: #PopeInNY
71,100 views
#PopeIsHope
VINES (micro-videos)
Popemoji
Popemoji Spread Around the Globe
Sept 10-Oct5
96.6k downloads
12.7mm impressions
895k Popemoji sent
11.8mm engagements
All Seven Continents!
Top 5 Popemoji Used
Online & Offline IntegrationDrove Adoption
Deep Social Media ListeningValuable insight & business Intelligence
2054 who identified as Millennials had a 72% engagement rate
Legacy Media Coverage
Inside Pope Is Hope #GoodIsWinning
For more information Contact: KathleenHessert | 704.541.5942| [email protected] @kathleenhessert
