One Young World (Year One)

[Agency: Havas PR Global Collective]

Challenge: With our campaign to support One Young World, we wanted to create a brand that would use social media to activate young people. We understood that it was crucial to not only reach the audience but also engage them. We planned to do this by making OYW interactive and social media–oriented.

Actions: We kicked off our efforts with a YouTube competition for delegates and a press conference with Kofi Annan at the World Economic Forum. The young delegates would form the summit’s core, but the high-profile counselors we engaged, such as Annan, Desmond Tutu and John Kerry, would attract world press. Appearances from Corinne Bailey Rae, Lauren Bush, Wyclef Jean and more drew international headlines and created buzz that could be sustained through SoMe. We created bylines on the Huffington Post for OYW affiliates and launched the OYW Facebook group. Organizers and delegates tweeted and blogged about the summit in real time, while we ensured that stories were placed in print, Web and broadcast media outlets.

Results: OYW’s viral impact: one blog post, seven video views and a staggering 989 photo views per minute; it hit No. 4 in Twitter trending topics in the U.K. Stories ran on BBC (U.K., Brazil, Mundo, Arabic), CNN, Al-Jazeera, MTV, The Economist, Reuters, The Wall Street Journal, Canal + and La Nacion, to name a few.

MORE CLASSICS: Most Powerful Arm Ever Invented | The Airfood Project | Dos Equis | Word of the Year: Metrosexual | Polaroid | One Young World (Year One) | Vanish NapiSan Sponsors the White House