The United Nations Office for Disaster Risk Reduction
The challenge
The United Nations Office for Disaster Risk Reduction (UNDRR) is tasked with ensuring every country on earth has disaster-aware leadership, governance and national and local plans to minimise the impact of disasters.
To achieve this, UNDRR needed a way to reach more and more audiences across the world, equipping them with disaster-preparedness information. It is a mammoth task that required large volumes of high-quality digital content that could engage, inform and connect individuals.
The solution
The UN Office for Disaster Risk Reduction worked with The Content Engine from 2019 to 2022.
In weekly editorial meetings, we collaborated to tell stories of disaster preparedness success and failure, posting content six times a day on LinkedIn and Twitter, and four times a day on Facebook.
Over time the team built up a bank of viral content that was ‘replayed’ (reposting content for a full ROI) alongside new videos, social cards and text-only posts to maintain a steady and top-performing social calendar.
Volume tests and experimentation helped us to identify the optimum number of original and replay posts to publish each day per channel. This mass digital communication approach amplified the organisation’s voice across its network of experts, government, civil society and business.
From its 2020 annual report:
“UNDRR social media channels reached monthly engagement levels of more than one million impressions, up from average monthly engagements in 2019 of approximately 70,000-250,000.
In the space of a year UNDRR’s LinkedIn channel grew from 2,720 followers to 110,000, while PreventionWeb more than doubled its subscriber base from 80,000 to 180,000 and is now promoted by Google as the place to go to find information on disaster risk reduction.”
The impact
The Content Engine built UNDRR an organic LinkedIn audience from the ground up.
UNDRR’s following grew consistently by around 15% every month, powered by frequent, high-quality, shareable content.
The organisation gained 250,000 followers, up from approximately 7,000, after working with us for two years, each one an organically-driven follower.
The team is particularly proud of its contribution to the #PreventionSavesLives campaign that started in April 2020 in response to the COVID-19 pandemic to demand leaders to ensure that such global trauma would never happen again.
