Campaign: Global Service Day
To celebrate its 25th anniversary as a global brand, Aon devoted a single day to rallying its 62,000 employees to donate 25,000 hours of service to their local communities. Colleagues and partners were urged to use social channels to tell about the good work they were doing all over the world and contribute photos to a master Facebook page. The #AonPassItOn hashtag tracked activity on Twitter, and more than 80 photos were posted on Facebook.
Gamification, a tactic that's common to many social media campaigns these days, was also used. Aon contacted 50 social media influencers and encouraged them to participate in the community service initiative, promising a sneak peek at the company's Global Citizenship Report and entry in a giveaway as incentives. Results exceeded goals by 400%, with almost 140,000 impressions and a 32% growth in Facebook activity over the previous month.