Case Study Check One Two V7
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Case Study/ Check One Two Using social to raise awareness and educate a generation Case Study/ Check One Two Case Study/ Check One Two At a Glance/ The Story/ Check One Two Keeping Men ‘In Check’ Background Key Results The Goal Check One Two needed to find a way to measure the extent of this awareness, optimize the ways its campaigns should Check One Two was founded in 2012 by two sets of brothers, • The movement has been seen up to grow, and make sure the connotations surrounding the movement were really encouraging males to check themselves. Simon and Andrew Salter and Simon and Phil Tucker after 590 million times on Twitter and Instagram alone. Campaigns engineered around visibility rather than generating funds have long been difficult to measure, but Check One Two recognising that men were needlessly dying from one of the realized that social technologies could provide an opportunity to get closer to understanding this type of success. most preventable forms of cancer. • Recorded over 100,000 Tweets about the movement. Every year, due to a mixture of embarrassment and a lack of The Challenge knowledge, thousands of men die needlessly of testicular cancer • A new Tweet about the movement was posted every two minutes. — the most common form of cancer in young men. However, if The #FeelingNuts project was a solely social campaign — the aim was to get people sharing that hashtag online and use it caught early, the disease is treatable — with a 95% recovery rate. • Encouraged over 14,000 to create content that spread the message. However, they had no way of understanding the amount of people who #feelingnuts challenges. actually saw the hashtag. In 2014, the Check One Two movement was born, with a clear Moreover, they couldn’t check how many of those who saw the hashtag would interact, share it and perhaps more importantly, positive objective; stay in front of testicular cancer, stay ‘In couldn’t tell if all of this was actually getting people talking about testicular cancer in a meaningful way. Check One Two recognized Check’. It’s an empowering message that challenges the a need for a social listening platform to comprehend these metrics and analyze the extent of the shift in attitudes that the campaign audience by asking, “Are you Feeling Nuts?” Anyone and was designed to provoke. everyone can take part and share the message by simply stating “I’m Feeling Nuts.” The Solution The movement’s unique formula is focused on raising awareness of prevention, not money, and it’s the audience who ultimately With buzz surrounding the #FeelingNuts movement growing faster than ever, Check One Two knew they needed a powerful create the social media content for the campaign. As a result, the social listening solution. After a thorough selection process, Check One Two partnered with Brandwatch Analytics. currency in the digital age becomes views, tweets, shares and #FeelingNuts “With awareness as our primary objective, we needed to partner with a vendor that really understood what we were trying to likes rather than cash donations. achieve. Working with a tool that tracked global conversation and interaction across different sites proved to be crucial, and reached Brandwatch was the obvious choice for helping us dissect the actual meaning behind the conversation.” checkonetwo.co.uk Simon Salter Co-Founder & Executive Producer With Brandwatch onboard, Check One Two began to create a unique, one-of-a-kind strategy to help stop preventable deaths from 157 testicular cancer. countries around the world Case Study/ Check One Two Case Study/ Check One Two Using Brandwatch Analytics, Check One Two Check One Two used Brandwatch Analytics were able to understand just how influential during the live broadcast to measure the Check One Two/ the celebrity involvement was and who success in real-time, using a host of different (@check_one_two) it reached. metrics. The platform tracked a relevant Tweet What an amazing show! every 1.5 seconds during the broadcast. You’ve spread #feelingnuts Using the Brandwatch demographics feature, Using location features, Check One Two were 56,594,112 times so far! Check One Two discovered celebrities such able to track Tweets mentioning the television That’s incredible! as pop stars Conor Maynard, Union J and 5 show that were being shared in over 75 Seconds of Summer were mainly generating RETWEETS 67 | FAVORITES 103 countries around the world. interest from females. This wasn’t necessarily a problem as they needed females to share The social team finished the night with a and participate in the campaign just as much roundup tweet from their main account as males, but Check One Two ideally wanted announcing that using Brandwatch, they The Future a 50:50 gender split. were able to track engagement from the The show certainly felt like a celebration movement had been seen over 56 million of Check One Two’s hard work over the Measuring a Campaign Check One Two took the demographic data times during the show. past two years, but they have no plans on board and began targeting celebrities to stop there. such as Hugh Jackman and Neil Patrick Harris, who had a relatively equal amount Testicular Cancer Using Brandwatch, they were able to analyze of male and female fans. where the campaign had been most successful. Solely on Social/ Conversation Again equipped with location features within The campaign could then target specific Check One Two achieved far more than Brandwatch, Check One Two found that over celebrities that would be demographically retweets and shares. The television 40% of their global mentions were coming appealing — data relating to Gary Lineker's show caused non-campaign related from the USA, which is particularly impressive involvement indicated that Check One Two conversation about testicular cancer to considering how the campaign had primarily Measuring the could reach huge volumes of relevant males. grow eight times higher than the weekly focused itself upon the UK. Using Brandwatch Analytics, average. Internet users were freely talking Check One Two realised that the US Movement about the need to check themselves on an Broadcasting population not only resonated with the Check One Two needed to Check One Two had been looking for a unprecedented scale, beyond the realms celebrity influencers — Hugh Jackman way to effectively measure the real extent of the campaign itself. the Balls especially — but were also challenging of their movement and Brandwatch helped understand the influence of the The movement culminated in a 90 minute This showed that the campaign was much one another to do the “Crotch Grab” provide the tabulation that powered the comedy television show broadcast on more than an entertainment success, it was despite no direct American promotion totaliser on the Check One Two website Channel 4, one of the largest broadcasting clearly achieving the objective they set out all from Check One Two. #FeelingNuts campaign. showing how far the #FeelingNuts hashtag networks in Europe. along — to get people talking about testicular had reached. cancer in a open and honest way. The show, hosted by famous comedian Summary Brandwatch demonstrated that the Jack Whitehall, contained a range of celebrity Impressively, this increased discussion The #FeelingNuts campaign set out to movement was generating 861 unique posts comedy sketches from a galaxy of stars such was not just during the show. In fact, from do something phenomenal — to help stop per day, equating to a new post about the as One Direction, James Corden and Cara Aug 1st to the show in late October 2014, needless deaths from testicular cancer campaign on social every two minutes. This Delevigne and reunited iconic shows such as conversation about testicular cancer had by using the power of social networks. data was also tracked in real-time, meaning Men Behaving Badly, each with the intention steadily increased. Check One Two’s use of Brandwatch gave them the tools to measure the team at Check One Two could keep tabs of educating and informing the audience to Brandwatch to optimize their effective and optimize what was extremely successful on the conversation as it happened. check themselves, and all the while making social media strategy led to a symbolic campaign, and are proud to support Check them feel comfortable talking about increase of awareness in what many see One Two as they take the movement to the Notorious Nuts testicular cancer. as a sensitive topic. United States. Check One Two found very early on that the best way to spread their message on s social was through influential users of 18000 Nut social media. ng 16000 5 Seconds of Summer eli They started to target comedians, pop stars, Fe and other individuals with a passionate 14000 # social following and invited them to join the 12000 movement through a broad array of short form video content and image uploads such 10000 as the “Crotch Grab Challenge” by posting 8000 an image or video of themselves grabbing MENTIONS their crotch. 6000 To continue spreading the message these 4000 celebrities would challenge their fans and Union J fellow celebs to do the “Crotch Grab 2000 Conor Maynard Hugh Jackman Gary Lineker Neil Patrick Harris Challenge” and they would encourage 0 more — thus multiplying the growth of the Aug 2014 Sep 2014 Oct 2014 Nov 2014 movement, all the while including the • MALE • FEMALE #FeelingNuts hashtag. “We used Brandwatch Analytics to set up a Query based around the campaign. It allowed us to immediately see how many times the hashtag had been shared — and where.” Andrew Salter Co-Founder & Executive Producer About/ Check One Two Check One Two Brandwatch Check One Two was founded in 2012 Brandwatch is one of the world’s by two sets of brothers, Simon and leading social intelligence companies.