Plan International USA partnered with Rocket in Summer 2020 to conceptualize a multi-year campaign platform for International Day of the Girl (IDG), kicking off in an unprecedented year with a need for heightened digital engagement. Together Rocket and Plan USA set out to position the organization as the leading girls’ rights organization, engage target audiences and drive corporate partnerships around IDG.
In partnership with Plan USA, Rocket developed the GIRL UNLOCKED campaign, a bold, multi-faceted call-to-action strategy with a focus on virtual and at-home engagement opportunities, relevancy in an election year, turn-key partner activations and social influencer engagement to reach new audiences.
Through a series of diverse tactics to reach and engage target audiences, the campaign saw over 152M total impressions and over 60,000 digital consumer actions taken in its founding year. 41 social influencers reaching the organization’s target audience participated in the campaign, and nearly 60 corporate partners were engaged, with 16 new leads interested in Plan and IDG efforts.
