Case Study

Brief

1Goal: Education for All wanted us to come up with an idea of how we could engage and activate our members to join their campaign. 1GOAL is seizing the power of football to ensure that education for all is a lasting impact of the 2010 FIFA World Cup. The campaign's goal is to call on world leaders at the World Cup final, and throughout the year, to discuss ways in which they can provide access to education for the 72 million children who are out-of-school because of poverty.

Strategy

With the campaign launching on the eve of the kick-off, we needed to deliver the maximum impact and immediate engagement by identifying what makes our core audience sit up and take notice.

Execution

On the eve of the World Cup kick-off, we launched the 1GOAL campaign by providing an educational forum and a social game that encouraged our members to design World Cup scenery. Each member who created a commemorative scene received a virtual 1GOAL T-shirt in their suite (set of rooms). We then featured member scenes of inspiration for the community to view and comment on. We also launched a 1GOAL club where members can interact, view sceneries, and create and discuss topics related to the campaign.

In the first week, we highlighted 1GOAL ambassador Shakira, and her Waka Waka dance challenge that was also featured on YouTube. Everyone was invited to learn the dance and upload a video version to YouTube to demonstrate support for universal education. The Shakira Waka Waka (This is a time for Africa) has nearly 70 million views. Click here to view it.

We followed 1GOALs lead in the second week and introduced 1DAY for 1GOAL, send a Yellow Card for Education. World leaders will be gathering before the World Cup final match in Johannesburg to discuss the global education crises. 1GOAL empowered our members to have their voice heard by providing a highly interactive Yellow Card - the same as seen in football games. Stardoll members were able to fill out a personalised message that will be hand delivered to world leaders at the World Cup and at other key decision moment this year.

Results

Stardoll is credited as the #1 external referral site to date to the 1GOAL campaign, according to Chris Ward, Director of Communications at Comic relief/1GOAL. In the first weekend, we had more than 70,000 members submit a World Cup scene. To date, approximately 140, 000 members have created a World Cup scene with 110,000 clicks onto the 1GOAL link where all users received the 1GOAL T-shirt.

The World Cup 1GOAL Club where members can exchange ideas and receive updates on the campaign currently has 67,000 members with hundreds of topics created and comments made. This campaign is ongoing till the conclusion of the World Cup final in July and beyond.