With 600 million people under the age of 25, Africa has the largest youth population in its history, 77% of whom are unemployed or underemployed. The Mastercard Foundation has contributed 1.9 billion dollars in education, skills training, and financial inclusion in efforts to alleviate poverty in Africa. The Foundation engaged Proof Strategies to elevate the voices of youth on the continent, drawing attention to the challenges they face and, more importantly, their successes.
Reach young people living on the continent and engage them with content that both highlights the efforts of their peers and inspires them to explore their full potential.
Proof deployed a digital strategy that utilized the Foundation’s social channels, including Facebook and Twitter. We also used the campaign as an opportunity to launch The Mastercard Foundation’s Instagram account, publishing its first posts and building a strong following that would carry into future campaigns. Sponsored content was deployed on Facebook and Instagram.
Proof developed A/B testing modules to determine which content would best resonate with audience segments and maximize the organic portion of the campaign.
A 12-month editorial calendar was developed for this “Envision A World” campaign, to promote the work specifically of Mastercard Foundation Scholars via social media. This included outlining long-lead opportunities while also providing agility for material relevant to current affairs. Additionally, we created a Partner Social Media Kit outlining the overall mission behind #EnvisionAWorld and providing sample posts for partner organizations to promote the campaign and their distinct work with the Foundation.
Traditional media tactics included building targeted media lists of tier 1 reporters and international outlets. We worked with the Foundation to create engaging content around Africa’s global impact, promoting this content to journalists who understand the landscape and whose audience would find resonance with the subject matter.
To evaluate the success of the campaign, Proof consulted numerous social media metrics on Facebook and Instagram, including impressions, gained followers, link clicks and website sessions. In the past year, the Envision A World campaign alone generated the following results on Facebook:
- 488,970 organic impressions;
- 4,727,929 paid impressions; and
- 400,000 link clicks leading to the campaign microsite.
Similar results were seen on Instagram:
- 3,619 gained followers;
- 11,827 likes received;
- 429 comments on posts; and
- 880 sessions generated by Instagram posts to the campaign microsite.