R. Cameron Bartlett — Social Media Manager and Conference Speaker based in Washington, DC

Viral Campaign for #JusticeinKenya

In June 2016, in response to the kidnapping and murder of an IJM colleague, client and driver during a high profile case in Nairobi, Kenya I developed a strategy and led a full social media campaign. This became the largest and most influential social media campaign IJM had ever seen.

Through this campaign, we reached over 7,000,000 people, had more than 110,000 engagements on our hashtag, and were a top twitter hashtag in 5 U.S. cities and in Kenya for weeks.

With a budget of under $2,900, we used Facebook ads to hyper-target Kenyan influencers and citizens to rally around this cause. Each of our 4 Kenyan ad campaigns reached between 120,000 to 1.2M people and had a total of 4,399,148 combined ad impressions.

The story was published in every major publication, from the New York Times, The Guardian, The Washington Post, etc. and garnered more than 42 billion global media impressions.

Dozens of influencers like Kathie Lee Gifford, Tony Hale, Matt Chandler, Donald Miller, Bob Goff, players from the NFL and MLB and many Kenyans with the influence of millions of followers supported and promoted this campaign.

It drove more trafficking to IJM.org from social media than ever previously recorded. On July 1, this campaign drove web traffic that was 6 times the previous social referral traffic record of all time for IJM.