The Client’s Challenge:
At the end of 2017, when we were all growing tired of the negativity spreading on social media, a few of us at Beacon Media + Marketing discussed an idea for a positivity campaign that spread news for good. The idea was to regularly highlight the unseen people and everyday heroes who are making a difference in Alaska, to raise awareness for the positive things that are happening “right here, right now” in our local community. We called the campaign, “#ShineYourLight.” Although we are a marketing company, we decided to move into publishing, researching, interviewing, and writing stories for the cause.
We started by reaching out to our immediate network, looking for people we knew who were doing good and making change. After interviewing these people, we regularly published their stories, photos, and powerful quotes on our website, Facebook, and Instagram.
In order to receive nominations, we created a campaign page on our website, branded with the #ShineYourLight hashtag we had developed and our signature Beacon orange. On the page, we told the campaign’s story, displayed a slider of past nominee highlights, and invited the user to submit a form nominating themselves or someone they know who #Shines.
The Amazing Results:
The posts were an immediate success. We knew that the human-interest element—getting a peek into other people’s lives and stories—would attract likes, comments, and shares, much like Humans of New York. Top posts received an average of 1,139.8 impressions each, an average reach of 971 each, and average clicks of 93.5 each on an average budget of $19. The average cost per click (CPC) was $0.20, 88.4% less than the national average of $1.72. The average click through rate (CTR) was 8.74%, 971.1% higher than the national average of 0.9%.
Many of the stories show up in top Google results for the nominees’ names. Since the launch of the campaign, we have received numerous nominations for people and causes across races and religions, from large non-profits to personal missions, in both public and private sectors.
We are very proud of this campaign and how it has given a voice to some local stories of good that had not been shared before.