The Danish Cancer Foundation is the first organization in Denmark to broadcast its entire fundraising campaign exclusively via Facebook Live. In March 2017, they gave a voice to over 30,000 fundraisers, local journalists, cameramen, producers and a large number of residents during a five and a half hour broadcast.
This mega live experiment had an organic social reach of over a million users, 274K Facebook viewers and around 2500 reactions from the Facebook community. Where the organization previously focused more on traditional media such as press releases and television, it was now precisely the same traditional media that picked up the Facebook Live experiment and wrote about it.
As a non-profit organization, we can’t just pay for more reach in the crowded social media playing field. We really need good content, great ambassadors, the members and supporters to send the content further into the media landscape. – Jannick Blaksmark
Using social media as the big engine of philippines whatsapp number free sharing a real-time, national campaign and activating the audience at the same time is a tough and intensive task. With co-creation the potential reach is enormous and at the same time you get very close to the online community.
We aim to create Facebook Live content when we have big events. Or when we see the community needs a Q&A, where we give the audience the opportunity to ask real-time questions to researchers and advisors. Today we see ourselves as a social media broadcaster. – Jannick Blaksmark
A national campaign on Facebook Live
Monitoring a live social media channel is no easy task. The clock is ticking, and the number of posts and comments often comes in at a rapid pace. While explosive engagement on Facebook is certainly positive, careful monitoring and quick responses to the right users within a five-hour time slot are crucial. You need to make the right preparations and deploy an experienced team. These are crucial factors for a successful Facebook Live campaign. The Danish Cancer Foundation worked with a team of producers, consultants and executors of the strategy.
To keep everything on track, the Danish Cancer Foundation used a social media management tool. This gave them a complete overview of all activities on the different channels (also outside of Facebook). Everything was bundled into 1 feed.