Case Study: Social Media and the Ad Council

This is a really interesting example of tapping social media for social good.

Deep Focus, an innovative ad agency, created a viral social media campaign for Ad Council basically asking people to sign up to host widgets for a particular cause of their choice, to “donate their social media”. It’s similar in a way to what we ask Teens to do when we offer “Frank” or “ATI Wall” badges for Above The Influence. Here’s a slideshow case study (though you’re missing the commentary):

Social Media for Social Good

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and here’s the CEO of Deep Focus, Ian Schafer, speaking about the initiative on his blog.

Now that virtually everyone is a content producer to some extent, everybody has a platform to spread their message – brands can leverage this in many ways. One company that is helping brands that don’t have a product themselves that they believe consumers want to evangelize is SocialVibe; SocialVibe connects brands with causes, and the pair with consumers that want to spread the word. Consumers can pick a sponsor and a cause and place a badge on their social media page, which generates awareness for both. For every person that chooses a specific advertiser, the advertiser donates money to the cause – it’s win/win for all parties. It’s giving big brand advertisers the opportunity to leverage the power of social action and social media, and it’s enabling people to raise money for causes they care about.