Every year, The United Nations Children's Fund (UNICEF) global holds a celebration of World Children’s Day (WCD). The theme for 2017 WCD is #kidstakeover. One of the main challenges is to adapt the global campaign to the national and local context of Indonesia while still in line with UNICEF’s global guideline in terms of the children issues and campaign visuals. Despite increasing awareness, thecampaign’s main goals were to drive donation and leads through website.
ID COMM was appointed to develop creative ideas and assist UNICEF Indonesia in implementing media (radio partnership) and digital activation (microsite creation, social media, and KOL engagement) for the campaign.
Creativity plays an important role. We created a #kidstakeover frame and emojis in which people can add to their profile picture, and five different themes, such as ‘Kenangan Masa Kecil Saya’ (My Childhood Memories) to encourage people to share their own stories to their social media and the microsite and compiled them into a video. We also organized a quiz with the prize of children rights e-books and snake-and-ladder boards for people who donated or contributed their stories on the microsite.
The microsite we created generated 491 user data leads and donations. The social media generated800+ thousand reach and impressions, as well as 50+ thousand engagement. In parallel, we successfully engaged four prominent KOLssuch asTike Priyatna Kusuma, Ronal Surapradja, Melissa Karim, and Ferry Salim, in order to raise the awareness of every single theme created.