Challenge:
The Conrad N. Hilton Humanitarian Prize is the world’s largest annual humanitarian award presented to nonprofit organizations. There are several phases of the Hilton Prize cycle which required a different digital and creative strategy: Call for Nominations from early August to late September, Hilton Humanitarian Prize Symposium and Ceremony Live Stream registrations from early September to late October and Hilton Humanitarian Prize Symposium and Ceremony day-of social media coverage and post-event coverage.
Before the 2023 Hilton Prize cycle, the challenges included a lack of variety in the content available for promotion, thus resulting in repetitive posts and a disengaged audience. Furthermore, because the social media and design was largely outsourced, the quality of the content suffered; for example, social media posts were designed and shared with incorrect dimensions, which resulted in important information or imagery getting cut off.
The Conrad N. Hilton Humanitarian Prize is the world’s largest annual humanitarian award presented to nonprofit organizations. There are several phases of the Hilton Prize cycle which required a different digital and creative strategy: Call for Nominations from early August to late September, Hilton Humanitarian Prize Symposium and Ceremony Live Stream registrations from early September to late October and Hilton Humanitarian Prize Symposium and Ceremony day-of social media coverage and post-event coverage.
Before the 2023 Hilton Prize cycle, the challenges included a lack of variety in the content available for promotion, thus resulting in repetitive posts and a disengaged audience. Furthermore, because the social media and design was largely outsourced, the quality of the content suffered; for example, social media posts were designed and shared with incorrect dimensions, which resulted in important information or imagery getting cut off.
Solution:
The digital and creative strategy for the 2023-2024 Hilton Prize cycle prioritized diversifying digital content, partnering with speakers and Prize laureates, and creating engaging, shareable posts that appealed to the Foundation's online community at large in addition to philanthropic influencers, Foundation staff and Hilton family.
Social media management, creative direction and graphic design were brought in-house, resulting in a marked improvement in content quality and performance, especially in reach and post engagement.
My Role:
I was responsible for the development and implementation of the 2023-2024 Hilton Prize digital and creative strategy, design of the nomination graphics and day-of social media posts, and creative direction for illustrated video, Prize recipient announcement and livestream speaker posts.
Success:
As a result of these efforts, the following results were achieved:
Social Media Design Package:
The digital and creative strategy for the 2023-2024 Hilton Prize cycle prioritized diversifying digital content, partnering with speakers and Prize laureates, and creating engaging, shareable posts that appealed to the Foundation's online community at large in addition to philanthropic influencers, Foundation staff and Hilton family.
Social media management, creative direction and graphic design were brought in-house, resulting in a marked improvement in content quality and performance, especially in reach and post engagement.
My Role:
I was responsible for the development and implementation of the 2023-2024 Hilton Prize digital and creative strategy, design of the nomination graphics and day-of social media posts, and creative direction for illustrated video, Prize recipient announcement and livestream speaker posts.
Success:
As a result of these efforts, the following results were achieved:
- Nominations for the 2024 Hilton Humanitarian Prize increased by 50% (the most received in the Prize's 28-year history)
- There were 500 event day posts on social media from speakers and attendees
- Over 5 million impressions of content tagged #HiltonPrize or @hiltonfoundation
- Significantly increased livestream view time to 36 minutes on average, compared to a 4 minute average watch time of the 2022 livestream
- Increased Hilton Prize post engagement rate from 4% to 13%
- Saved the Foundation over $50,000 in vendor and consulting costs
Social Media Design Package: