Contexte and Challenges
International Women’s Day draws intense attention every year, and many organisations compete for visibility on the same day. To stand out, a campaign needs to know which narratives resonate, who actually shapes the public conversation and what has worked in previous years
Our Role
Research for Purpose analysed the narratives and best performing content from previous editions in key countries. We examined what drove positive sentiment, criticism and engagement. We also compared the share of voice among the organisations and stakeholders shaping the debate.
A social listening analysis of conversation of social platforms then sorted influencers into groups: NGOs, media, politics, celebrities and sports. This showed how each group influences public engagement with the topic.
Results
The analysis found that content from UN Women was widely shared, but by only a small number of accounts, some of them possibly automated. The general public responded mostly to celebrities, politicians and certain athletes, and much less to media and NGOs.
This insight shaped who the campaign engaged as messengers. It helped mobilise the target audiences and generated more attention from leading media than anticipated. We learnt that the organisations producing the most content are not necessarily the ones the public listens to.