Social media has revolutionized the manner in which people share their ideas and adverts (Aaker & Smith, 2010). WATERisLIFE in a NGO that works hard to ensure every needy person gets clean water. The NGO uses powerful campaigns in order to improve the living conditions of many people in the world. The organization has produced a powerful awareness program called “WATERisLIFE Campaign”. The purpose of this campaign is to inform more people about the “real challenges” affecting many people in the world. This approach has encouraged more people to support the campaign.
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Analyzing the Campaign Using the Dragonfly Effect Model
The “WATERisLIFE Campaign” has been successful because the NGO has received numerous donations. Such donations have made it easier for the NGO to provide clean water to different underprivileged populations. The Dragonfly Effect Model can highlight the major factors that have made the “WATERisLIFE Campaign” successful. The Dragonfly Effect model focuses on “four wings in order to achieve the best outcomes” (Aaker & Smith, 2010, p. 2). The four wings include: “Focus, Grab Attention, Engage Others, and Take Action” (Aaker & Smith, 2010, p. 3). To begin with, the NPO identified the best audience for the campaign.
WATERisLIFE identified a clear focus for its social media campaign. The “main idea was to end a popular hash-tag called #firstworldproblems” (Friedman, 2013, p. 1). This hash-tag on Twitter made it easier for many people to voice various complaints that were common in the developing world. For instance, many people “were unhappy when their leather seats were not heated” (Friedman, 2013, p. 1). Some individuals “were unhappy because their phone chargers were short” (Friedman, 2013, p. 1). The organization presented a documentary highlighting the major challenges encountered by many Haitians. The documentary explored “major challenges such as strife and poverty” (Friedman, 2013, p. 2). These challenges were not similar to those encountered in the developed world. The campaign “explained why most of the problems encountered in the developed world were not worth mentioning” (Friedman, 2013, p. 2).
The organization also used a powerful strategy to grab the attention of many social media users. The new hash-tag attracted individuals from every country. The “third wing encourages campaigners to engage others” (Friedman, 2013, p. 1). WATERisLIFE also presented real-life experiences in the targeted documentary. The campaign engaged more people from different backgrounds. This approach made it easier for the individuals to acknowledge the “real problems” affecting the developing world. The new hash-tag attracted a large number of followers thus making the campaign successful. The campaign made it easier for the NPO to acquire more donations from different sponsors.
The above analysis explains how the organization managed to produce a powerful social media campaign. The NPO decided to use Twitter.com in order to inform more people about the “real challenges” affecting many people in the underdeveloped world. The campaign succeeded within a short period. However, the organization should have used other social media networks such as Facebook.com in order to achieve the best outcomes. These social media websites would have attracted more viewers thus making the campaign successful. The NGO should have used powerful messages to support the campaign (Friedman, 2013). The practice would have encouraged more people to support its actions and objectives. This approach can encourage more people to support the NGO’s objectives. This practice can also ensure the NGO delivers clean water to more people in the globe. The campaign can also produce new social practices that can support more people in the world.
Aaker, J., & Smith, A. (2010). The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change. Web.
Friedman, L. (2013). The best social media campaigns of 2013 (so far). Web.