Ukulele U

Stand Up For Ukraine

Social Media Rally

April 2022
Goal:
  • To mobilize billions of dollars in humanitarian aid for refugees, particularly children, from Ukraine and conflicts around the world.
Objective: 
  • Join the Stand Up for Ukraine social media rally, the world’s largest digital rally on April 8th 2022, to raise our voices on social media alongside superstars such as The Weeknd,  Celine Dion, Billie Eilish, U2 and Elton John.
Strategy and Tactics: 
  • Share sing-along musical performances by the talented kids of Ukulele U on social media platforms (Facebook, Instagram, Twitter) to spread messages of peace, love and hope for all  those affected by the war in Ukraine
  • Collaborate with the community by re-posting and re-tweeting relevant content on social to amplify our message.
  • Reach out to and tag world leaders to encourage them to join in on the conversation and spread hope.
Organic Results:
  • Impressions:103,379
  • Engagements: 4,945
Paid Results:
  • Spent: $502.55
  • Impressions: 37,307
  • Engagements:19,257
  • Cost Per Engagement (CPE): $0.05 (Industry average is $0.15; Benchmark is $0.10)
Total Results:
  • Impressions: 140,686
  • Engagements: 24,202
Notes & Key Learnings
  • The global social media rally brought together hundreds of thousands of global citizens, including artists, athletes, actors, and creators, to Stand Up for Ukraine. Their voices and actions helped make sure that billions of dollars were committed during a pledging summit to help refugees from Ukraine and around the world.
  • The “Stand Up for Ukraine” global pledging event and campaign raised 9.1 billion euros ($12.4 billion) for those fleeing Ukraine and abroad.
  • During the 24-hour social media rally, we were able to increase our combined paid & organic impressions from 1,357 to 140,686 (10.2K%  increase), organic engagements from 214 to 24,202 (11.2K% increase)  and organic video views from 443 to 28,187 (6K% increase).
  • Our combined cost per engagement for paid social was $0.05, well below the industry average of $0.15 and our benchmark of $0.10.
  • Canadian author, Margaret Atwood, re-tweeted our post.