We started by using sponsored posts on Facebook to get the word out a few days before Remembrance Day. People were then taken to DayOfSocialSilence.com where they could pledge to go silent at the click of a button. Upon signing up, users’ profile pictures, cover images and timelines were updated automatically. This in turn alerted all their friends and invited them to sign up to be socially silent on that day.

The campaign grew organically with every Like, Share and Post as each mention further spread the message.

RESULTS:

Over 3.59 million impressions

73,000 Likes, Shares, Comments and Clicks in just 96 hours.

24,132 unique visitors to the site

Over 12,000 people actively shared their friends’ posts and Facebook ads.

Our engagement rate was 2x industry average

91.8% of our target liked our campaign

And on November 11, 2014, we got 0 Likes, 0 Shares, 0 Comments, 0 Clicks.

In fact, Facebook reported a noticeable drop in overall traffic. Our target had responded, and participated, in our campaign in unprecedented numbers.