Influencers experience online scrutiny daily, making them the perfect ambassadors for a movement towards internet safety. The idea was to go beyond awareness building, and make Safer Internet Day mean something special to influencers and followers alike.

Instead of fighting against the current social media landscape, we saw a potential for these networks to be used for social good. Why not use social media to set an example?

By telling a story, and tapping into certain emotions, a stronger bond with the audience would be formed. Thought provoking content invites input from the public, turning each post into an opportunity for meaningful dialogue.

The campaign was designed to jolt people out of a state of complacency, and make them realise that they too had the power to change the way the internet is used.

With a global objective, there is always strength in numbers. Influencers from almost every continent united on February 6th 2018, posting content for Safer Internet Day with a personal touch.

We asked them to talk about their “biggest online mistakes”, and share their tips on how they stay safe online, giving them complete creative freedom to respond however they felt was truly representative of them. This ensured that the campaign felt natural for their followers. Each post tagged UNICEF and used #EndViolence, #SaferInternetDay.

With content running primarily on Safer Internet Day, the timeline was short. But given the major global impact the influencers made, discussions in the comments and re-shares were continuing on well past the posting date.

0€ MEDIA INVESTMENT

1.7M impressions

102.1K engagements (likes, comments & shares)

8.3% social engagement rate (more than 2.5X industry standard)

174 posts on all channels

79 influencers posted

2K total comments

Just by rallying a strong group of passionate, like-minded influencers, we were able to achieve global reach on an earned basis. The influencers were happy to post multiple times on the issue, resulting in the growth of engagement rate to 8.3%. The posts didn’t just raise awareness, they sparked meaningful dialogue between their followers in the comment section.