Chris VaryCreative Director

Weber Shandwick

Overview

Addressing a Campaign Gap The Virtual Standup. Activating a grassroots movement involving online influencers, branded content and social technologies.

May 27, 2008Katie Couric, Brian Williams and Charles Gibson announce historic collaboration to “Stand Up to Cancer” to be aired simultaneously on ABC, CBS and NBC

The Gap: Online word-of-mouth at a minimumThe Gap: Online word-of-mouth at a minimum

On June 18th online conversation about Standup2cancer was limited to 95 posts tied to the announcement with ABC, CBS and NBC

A roll-out of campaign initiatives

A roll-out of campaign initiatives

Identity Live Event Celebrity Integration

PSAs

Web Platforms

Alliances

Contests Branded Content

??Gap:

Online WOMGap:

Online WOM

The Execution. • A personalized call: what can you do…who do you stand for?• Alliances with social media organizations, blog networks, video podcasters• A syndication infrastructure to spread and cross link SU2C content• Blogger engagement to spread news, information, co-created videos• A virtual stand-up destination with clear call-to-action and SU2C content

Creative Highlights What do you Stand for?” video activation • Co-created video and promotion plan involving prominent bloggers  • Features 30+ bloggers and activists speaking out in the same way: holding up a card saying, “I Stand For _____.” • Each promoted the video and cause on their sites, thirty posts in all. • Blog coverage totaled over 450,000 audience impressions• The video viewed over 50,000 times triggering widespread conversation

Online Activation. • Outreach to 100+ blogs to ignite widespread conversation around SU2C• Placements on prominent online destinations including People, Huffington Post, CNET and Perez Hilton• Outreach to prominent video bloggers resulting in 100,000 views of SU2C advocacy videos• 1,260 SU2C updates from Twitter community reaching 161,000 collective followers to posts

Efforts trigger massive amount of momentumEfforts trigger massive amount of momentum

Announcement Bump Pre-event Ramp Up

Key Lesson Learned. Social Outranks Celebrity.Key Lesson Learned. Social Outranks Celebrity.

• Search results reinforce the power of socially driven ideas

• Virtual Standup Page outranked all other sites, with the exception of home page

• Co-created video outranked 35 of 40 videos featuring top celebrities, shows and Hollywood producers