The MasterCard Foundation's Facebook Engagement

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The MasterCard Foundation’s Facebook Engagement The MasterCard Foundation is the largest foundation you’ve never heard of. The Foundation has donated 1.9 billion dollars to people living in poverty in Africa. By providing access to education, financial inclusion, and skills training, they’ve impacted the lives of 10.6 million people. The problem? No one’s ever heard of them. So, how does a Canadian-based foundation garner international recognition as a thought leader in the international development space? To answer this question, they turned to us. Environics Communications developed an integrated marketing campaign to promote awareness around the Foundation and the important programs they provide to those living in Africa. A component of the campaign included Facebook.

TACTICS

Environics developed a holistic 12-month content calendar to promote the Foundation’s work on Facebook (in addition to other platforms). Our goal was to shy away from being too promotional, and instead, focus on creating intriguing and educational content around the global impact of Africa.

RESULTS

Since starting our partnership in April, we’ve garnered the following results:

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Increased fan base by 48.3%, resulting in 13,578 new fans over five months Increased impressions by 533%, resulting in 24,714,336 impressions over five months Increased engagement by 604%, resulting in 175,445 post engagements Increased link clicks by 1,348%, resulting in 448,791 link clicks.







Facebook Engagement (2015 vs 2016)

Since Environics took control of the Foundation’s Facebook account in April, we’ve seen dramatic increases in engagement. In the above graph, the red line shows 2015 results, and the purple line shows 2016 results. As you can see, once we began promoting valuable, consistent content, engagement has spiked. Even through July and August, where we slowed down for summer months, the engagement was still 2,648% higher in 2016 than the same two months in 2015.