"Whatever the question is, education is the answer." - Sunny Varkey, Founder and Chairman of Varkey Foundation.
Marketing Coordinator, Abigayle Norman looks back on the work we've done for the Varkey foundation and Global Teacher Prize campaign.
It’s hard to believe that just a mere seven weeks have passed since we began work on the Global Teacher Prize campaign. It’s been a whirlwind of activity, but it was a campaign that has truly shown the good side to advertising and marketing. As I sit here and write this, I can honestly say it has been an honour to work on this campaign and promote the 50 individuals who were in the running for the Global Teacher Prize.
In the time since the campaign launched at the end of January, we have sent thousands of tweets, written multiple Facebook and LinkedIn posts, Instagrammed our little hearts out and published several blogs.
During the campaign, the entire team looked back fondly on our teachers from school and we imagine that, like us before this campaign, you have probably never really taken a step back to think about how much of an impact your teachers have had on your own life. The very fact that you have the ability to read this blog demonstrates the huge impact that teachers have had on your life.
Our creative concept was based around “If you can (insert thing you can do), it’s because #TeachersMatter.” The very fact I can write this blog is because #TeachersMatter. The campaign was promoted through social channels and via the Global Teacher Prize website, www.globalteacherprize.org. Whilst also running the ‘If you can’ campaign, the Top 10 Finalists were heavily promoted through a series of highlight blogs, videos and social posts. We wanted to raise the profile of these exceptional individuals and create a story across multiple channels that was easy for people to follow and engage with. To keep things exciting during the promotion of the Top 10 Finalists, we mixed things up by creating quizzes and inspirational content around the Top 10 Finalists.
Take a look at some of the content that was generated throughout the campaign:
We weren’t joking when we said it was a busy time!
However, all of this hard work was just the build up to the actual event. Hunterlodge team members, Steven Crouch (Account Director) and Abigayle Norman (Marketing Coordinator), travelled to Dubai in mid-March to work on live coverage of the Global Education and Skills Forum and the Global Teacher Prize ceremony.
During the two-day Global Education and Skills Forum, Abby and Steve attended Masterclasses, EDTalks, and Debates in which the Top 50 Finalists were participating and gathered candid behind the scenes photos, vox pops, and video footage. A live blog for each day was kept updated and all social channels received live tweeting/posting.
Check out the live blogs from the event:
It was then show time! The 2016 Global Teacher Prize Ceremony was held at the Atlantis The Palm. The ceremony was being streamed live on the website and Facebook, so Abby and Steve were responsible with covering the event via live updates on all social channels. Pressure...what pressure!?
The ceremony included the appearance of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, Hollywood A-listers Matthew McConaughey and Salma Hayek, Bollywood superstars, Parineeti Chopra, Abhishek Bachchan and Akshay Kumar who were all showing their support for the Global Teacher Prize. There were also video messages from HRH Prince William Duke of Cambridge, former US President Bill Clinton, Vice President Joe Biden along with Pope Francis making the winners announcement. As we said, no pressure...
Despite all the A-listers and political figures, the true hero of the evening was 2016 Global Teacher Prize Winner, Hanan Al Hroub, of Palestine. She took home the Global Teacher Prize award of $1 million. The prize serves to underline the importance of educators and the fact that, throughout the world, their efforts deserve to be recognised and celebrated. Hanan is a truly deserving winner, although after meeting and promoting all of the Top 10 Finalists, we don’t know how the judges picked just one winner.
Post campaign analysis showed that all the hard work really did pay off:
- On Twitter, there was a 30.47% increase in Twitter followers year-on-year, 44.28% increase in impressions, 64.84% increase in profile visits and a .40% increase in engagement. All of this was achieved with 64.83% less tweets, which means we were producing quality content and not just pushing out quantity.
- Facebook had 32.37% more page likes than the previous year with page engagement up by 72.10% and weekly reach increased by 86.19%.
- LinkedIn saw a 69.51% increase in impressions, 0.38% increase in engagement, 32.70% increase in page views and 75.40% increase in traffic to the website.
The campaign included three paid promotions - the Top 10 Announcement (video), Top 10 Teacher Spotlights (link) and the 2nd Hawking video (video). All were promoted across Facebook, Twitter and LinkedIn. This delivered massive success with 9.5 million impressions, a 2.17% CTR and 10.51% engagement across all channels. The high engagement was down to strategic targeting in the relevant Top 10 countries across all channels.
Take a moment to look at Steven’s monthly blog where he reflected on his time spent coving the Global Teacher Prize. We hope this leaves you as inspired as it has us. Remember #TeachersMatter.