ISIS 'Say What?!?!' Case Study
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The document summarizes a social media contest run by ISIS, a nonprofit focused on sexual health promotion. The contest's goal was to gather youth-created videos about the need for better sex education in the U.S. ISIS partnered with MTV, SayNow, and FunnyorDie to promote the contest and recruit entries. The contest received over 13,000 entries and generated nearly 39,000 total youth engagements. The top lesson learned was the importance of choosing the right partnership channels and maintaining authenticity.
ISIS 'Say What?!?!' Case Study
- 1. Say What?!? Social Media Contest CASE STUDY “Advancing a New Vision for Youth Sexuality through New Media” Advancing Media Ford Foundation Grantees Retreat Nov. 8, 2011 Bhupendra Sheoran Deputy Director ISIS
- 2. 501(c)3 organization based in Oakland CA Oakland, Mission is to use new media and mobile technology for gy sexual health promotion and disease prevention
- 4. Social Media Contest Goal: Gather youth-created content for a video campaign about the need for better sex education in the U.S.
- 5. Partners • MTV: Celebrity talent and content placement • SayNow: Digital voice platform • FunnyorDie: Promotional videos to recruit entrants and Final video from Winning Entry g y
- 6. ISIS Nuts & Bolts • Created microsite • Wrote content to support sex education for youth • Vetted rules • Set up prizing structure • Moderation of entries • PR efforts ff t • Distribution of winning video
- 7. Metrics 13,000 contest entries 1,400 i it 2,380 1 400 visits, 2 380 page views i 21,086 views of videos , TOTAL ENGAGEMENT: 38,986 youth
- 8. And the Winner is… http://www.saywhatcontest.org/
- 9. Lessons Learned Partnerships Choose the right channels Authenticity
- 10. Thank you! sheoran@isis-inc.org 510 835 9400 510-835-9400