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    Success Stories

    Kids Help Phone

    16K+

    total reads

    65% ↑

    increase in brand awareness

    5.5M+

    total engagements

    Wattpad partnered with Kids Help Phone for a second year in a row to drive mass awareness towards their Rise Up program – a free 24/7 French and English wellness support service for Black Youth across Canada.

    Kids help phone campaign

    Challenge

    Kids Help Phone wanted to tap into Wattpad's Black youth community, to raise awareness as well as brand affinity for their Rise Up program, while driving traffic to the Rise Up webpage.

    What we did

    • During back to school season, we enlisted 3 of Wattpad’s Black Creators, including @iamRodneyVSmith, @nikki20038 and @saintc to write letters to their younger selves, giving themselves the support and advice they may have needed to help them through their first day of school.

    • Executed a full-stack media plan that included custom media assets, native media units, custom targeted media, and in-app home feed carousel takeovers to drive traffic to the letters.

    • Brought the Creators letters to life through producing 1 custom short video featuring the 3 Wattpad Creators

    • Worked with internal DEI leaders and external 3rd party DEI consultants to ensure that the organization was truly doing the work for this community and involving leaders from the Afro Canadian diaspora. The consultants reviewed and provided feedback at every step of the process, including on the stories and resulting video assets.

     

    Results

    • Our Wattpadders showed an outpouring of support to these letters and voiced their gratitude to Wattpad and Kids Help Phone for creating healthy and safe conversations around wellness support for Black Youth.

    • The 3 Creator letters generated over 16.5k reads and 757 story comments and votes cumulatively 

    • Traffic to the RiseUp page during this campaign was over 10x the traffic in 2021. 

    • Awareness of Kids Help Phone increased from 48% to 65% as result of the overall campaign 

    • Our media plan drove 4M+ paid impressions and 1.5M+ AV impressions, with each custom asset in the plan achieving or exceeding their benchmarks!

    • The custom video appeared in Cinemas across Canada during the Pre-Shows of movies including Wakanda Forever and CREED.

     
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    Award Recognition

    Wattpad's partnership with Kids Help Phone received a ton of award accolades for the impact this campaign had. All of the recognition we've received has been a huge honor for the Brand Partnerships team and Wattpad takes pride in launching campaigns with a cause-driven purpose. We are truly proud to embody these values and work on campaigns that strive for creating a safe space for Gen Z. Here's a look at all of the award recognition below!

    🏆

    Won the Digiday Greater Good Awards in the Children's Category

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    These remarkable projects inspire a fresh look at how to think beyond profits and consider the broader impact business actions can have on society, the environment and the wellbeing of future generations.”

    - Greater Good Awards

    The RiseUp Campaign WON a Digiday Greater Good Award in the Children's category! Take a look at the entry here. 

    About the award

    Children's Category

    This category is awarded for a campaign or initiative that advances the safety, health and well-being of children.

     

     

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    Media Innovation Awards: Won Bronze in Best Integrated Campaign

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    Kids Help Phone and Wattpad won BRONZE in the Best Integrated Campaign category from the Media Innovation Awards! Read about the win here!

    About the award

    Best Integrated Campaign

    Entries should showcase a relevant and compelling use of three channels to reach a target audience and achieve brand goals. Entrants will be judged on how successfully they have integrated the chosen media throughout the campaign, with emphasis placed on how well the different types complement and build on each other. The campaign may include both digital and traditional media elements

     

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    Finalist for 2x Shorty Impact Awards 

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    Wattpad Brand Partnerships was named a Shorty Awards finalist for not one but TWO categories – the Impact for Diversity, Equity & Inclusion category AND Youth & Family category!

    About the awards

    Impact for Diversity, Equity & Inclusion

    This award honors a campaign, original content or initiative by an organization that seeks to include people with different backgrounds, experiences, and perspectives and to create a collaborative, supportive, and respectful environment that increases the participation and contribution of all members involved.

    Youth & Family

    This award honors a campaign, original content or initiative that advances the safety, health and well-being of children and their families. This can include protecting at-risk youth and providing the civil, legal, educational, and institutional support that they need to lead positive, productive lives.

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