RUNWAY FOR WATER�CAMPAIGN RECAP
November 21, 2023
TABLE OF CONTENTS
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CAMPAIGN OVERVIEW
Over 3 billion people still lack access to safe water and sanitation. However, many in the U.S. are unaware of the ongoing critical issues impacting people around the world – especially women.
To highlight these disparities, we have captured real life women’s daily role of collecting water in India – a region where the crisis is most prevalent – for a video to be released as counter-programming to New York Fashion Week with the intention of showcasing the impact and driving mass awareness of the global issue.
To bring the video to life, we kicked off an integrated campaign approach across earned, owned, paid and digital/social channels. In the following slides, we have outlined our results and key learnings from the campaign.
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CAMPAIGN IMPACT
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1.05M
People Reached
Owned, Paid
3.6M+
Potential Impressions
Owned, Paid, Influencer, Earned
$84k
Revenue During Campaign
+124% over previous year
27k
New Website Visitors
+103% over previous year
432
New Social Followers
+51-166% over previous period
3.5k+
Social Engagements
Owned, Influencer
HERO VIDEO
The Hero Video is WFP’s most viewed and engaging piece of non-fundraising* content ever
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63k
Organic Video Views
1,113
Engagements
Platform | Data (vs. WFP Average/Previous Period) |
| 13k reach (20x) 340 likes (6.0x) 212 shares (70x) 32 comments (32x) 26 saves (8.7x) |
| 38k views 78 likes 8 comments 26 subscribers driven |
| 10.9k views 223 likes 83 reposts 8 comments |
| 1.6k reach (2x) 65 reactions (3.1x) 19 shares (6.3x) 2 comments (2x) |
It significantly exceeded benchmarks** across all of WFP’s social channels
*By this we mean content that didn’t receive substantial ongoing paid investment to drive donations
**Only Instagram and Facebook offer exact benchmark comparisons
SOCIAL MEDIA OWNED
Over the course of the ~2-month campaign, WFP reached…
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725k
people
The campaign’s first week drove massive growth in reach and followers
| | | |
| |||
Reach/Impressions | |||
25k +42.7% | 16k | 14.6k +243% | 120k +3.3% |
New Followers | |||
146 +166% | 14 | 193 +51% | 47 +74% |
| | | |
79k +23% | 104k | 49k +39% | 493k +17% |
SOCIAL MEDIA PAID TOP OF FUNNEL
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| 149,033 impressions 77k reach |
| 1,421 impressions 984 reach |
TOTAL | 4,952 total clicks 196,112 total video plays |
Top of Funnel Meta Video Ads
Promotion of the campaign video with campaign website link to established audiences and fashion interest categories
23k
Total Clicks
624.9k
Total Video Plays
1.23M
Total Impressions
Total Top of Funnel
Brand Awareness Efforts
SOCIAL MEDIA PAID TOP OF FUNNEL
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| 602,052 impressions
189,188 reach 12,094 clicks 361,844 video plays |
Influencer ads
Promotion of influencer posts with video and link to the campaign website link
| 442,794 impressions
6,323 clicks 35,865 views |
YouTube ads
Promotion of campaign video within our YouTube advertising campaign driving to the campaign page
| 31,709 impressions 31,100 full video completes |
CTV
Brand awareness video ads running campaign video and driving to campaign website
SOCIAL MEDIA PAID BOTTOM OF FUNNEL
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| 216,693 total website visitor impressions 59,479 total website visitor reach 183 donations $9,351.33 view-through revenue |
Meta (Facebook & Instagram) Direct Response
Direct response ads with a 2X match aimed at retargeting our new website�visitors and prospective audiences
| 56 donations $21,865 direct revenue |
Google & Microsoft
Paid Ads
SOCIAL MEDIA EARNED CONTENT
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The campaign earned significant social coverage through both story shares and organic posts, resulting in an audience reach of 1.4M
Accounts with 5k+ followers that shared campaign content:
SOCIAL MEDIA CONVERSATION
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EARNED MEDIA HIGHLIGHTS
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The campaign earned 12 pieces of earned media coverage, including positive features in AdAge (23,066 UVM) that spotlighted the Runway campaign approach and WFP’s work to address women’s walk for water.
“The film reflects the current realities and obstacles women and girls face in their journey to collect water, drawing attention to the fact that the water crisis disproportionately impacts women, including their schooling, physical safety, health, and economic opportunity,”
- Katherine Williford, Water For People’s Chief Growth Officer
EARNED MEDIA HIGHLIGHTS
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Disha Shetty interviewed Chief Growth Office Katherine Williford and Trupti Ashtankar, Water for People’s regional program officer in India for a Devex article (394,347 UVM) that spotlighted the campaign and its impact specifically on women in India.
“It drew a nice contrast, and also kind of elevated the stories and visuals of these women in Chikhaldara in a way that was authentic and honoring, and not exploitative,”
- Katherine Williford, Water For People’s Chief Growth Officer�
“WFP drew attention to the fact that women cannot stop even when they are sick, pregnant, or on their periods, without adequate sanitation, and well into old age,"
- Disha Shetty, Devex
EARNED MEDIA ADDITIONAL COVERAGE
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Runway for Water earned coverage in 12 different media outlets, including:
*Upcoming coverage
Liquid Assets: The Business
of Water Podcast*
EARNED MEDIA PRESS RELEASE
Total Exact Match Pickup
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2,684�Release Views
408
Total Pickup Matches
335
Click-Throughs
EARNED MEDIA MEDIA FEEDBACK
The Runway for Water campaign was shared with over 400 reporters across the fashion, sustainability, gender, global health and many other beats. This widespread pitching allowed for increased exposure for the organization and spokespeople across the media landscape.
Edelman also received initial interest and feedback from the following outlets, among others:
Reporters at these outlets were interested in the connection between fashion week and women’s walk for water but ultimately passed due to low visibility of WFP and WASH issues. This feedback will be used to inform future earned media strategy and these engaged reporters have promised to keep Water for People and their team of experts in mind for future and relevant coverage.
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INFLUENCER OVERVIEW
To increase the reach of the campaign video to new, engaged audiences, we activated five relevant influencers to reshare the campaign video and create net-new content to support pre- and post-launch amplification.
Our final partners and their deliverables included:
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Preethi Chandrasekhar, CA
DELIVERABLES
Pre-Launch IG Story
Launch IG Story
Post-Launch IG Story
INFLUENCER OVERVIEW
Our influencer content was successful in showcasing the campaign to new audiences, amassing more than 400k Impressions and driving 50 Link Clicks back to the campaign site.
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Name & Deliverables | IG Followers | Impressions* | Engagements~ | Link Clicks | @waterforpeople Taps |
Preethi Chandrasekhar 3 IG Story Series’ – 3 frames each | 146k | 5,150 | 21 | 23 | 23 |
Wawa Gatheru 2 IG Story Series’ – 3 frames each 1 IG Reel | 39k | 143,478^ | 365 | 2 | 48 |
Sruthi Jayadevan 1 IG Story Series – 3 frames 1 IG Reel | 293k | 252,714^ | 1,302 | 4 | 70 |
Kristy Drutman 2 IG Story Series’ – 2 frames each | 78k | 847 | 6 | 10 | 28 |
Leah Thomas 2 IG Story Series’ – 2 frames each | 259k | 2,152 | 44 | 11 | 20 |
Program Total | -- | 404,340 | 1,738 | 50 | 189 |
* Impressions include 1st Story Frame only + Reel plays
^ Impressions includes Reel whitelisting
~ Includes likes, comments, saves, shares
INFLUENCER HIGHLIGHTS
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WEBSITE
Total Statistics for 9/6-9/30
The highest amount of traffic (new website visitors, and total website visitors) came from our paid social ads. The second and third highest traffic sources were users directly visiting your website and coming in through organic search.
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DONATIONS
September was the most successful fundraising month for Water For People since December and November of last calendar year, driven by new donors and increased average gift sizes.
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Digital channels, email, and the website brought in a total of $84,099 in revenue.
There was a 124% increase in revenue compared to last September.
New donors were up 27.7% compared to last September, and the number of gifts was up by 97%.
Average gift increased by 14% compared to last September.
CAMPAIGN RIPPLE EFFECTS
Beyond the metrics we monitored, there were several other positive outcomes of the campaign:
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THANK YOU