The charity launched its Big Tweet to coincide with International Missing Children’s Day on 25 May. Over a 24-hour period, from midnight on Wednesday, the charity tweeted a new appeal for a missing child every 30 minutes. It invited supporters, including Sarah Brown and Lorraine Kelly, to retweet the appeals and raise awareness of the children who have been reported missing.
How did the charity do it?
The six-strong in-house team was divided into four-hour shifts, who took turns tweeting out the different appeals.
How was it promoted?
A press release about the campaign was sent out, and information was posted on the charity’s website and Twitter feed to flag up the Big Tweet. In addition, 10,500 members of Rock Choir, the nationwide network of choirs, held up posters of missing children at Wembley last week to publicise the campaign.
What were the campaign’s goals?
Before the campaign, @missingpeople’s Twitter feed had 1,400 followers. The charity was aiming to increase this figure to 3,000 after the Big Tweet. It also wanted to gain 4,800 retweets and mentions on Twitter for the campaign.
What were the results?
After 24 hours, the charity’s Twitter feed had 7,181 followers and its updates were retweeted 7,000 times. Twenty-seven celebrities tweeted during the day and there were 15,000 hits on the charity’s website and appeals pages, while visits to its website were up 626 per cent. The campaign also saw the hashtag #IMCD, which stood for International Missing Children’s Day, made a trending topic on the social networking site during the day.
Third Sector verdict:
By getting so many celebrities tweeting for the charity, the appeals will potentially have been seen by up to 10 million of the people who follow these famous names. Spreading it over only 24 hours means interest was maintained during the short campaign period and, by growing the charity's number of Twitter followers, more people will see future missing persons appeals.