Millennials are critical to the future of the Catholic Church yet one of the largest as a group be unaffiliated with institutional religion.To reconnect with that demographic, a robust and innovative social media and digital campaign #GoodIsWinning @PopeIsHope was launched with humor and 60 millennials formed as a digital street team to engage people real time throughout Pope Francis' US visit.

1. Inside Pope Is Hope #GoodIsWinning
Presented by: @KathleenHessert

2. Strategy and Activation
Timeframe: 3 months to launch
Rome Cuba US Rome
Platforms:
Strategy: To engage young people with Pope Francis and the Church generating and
amplifying the Millennial voice around the Pope’s historic US visit. Social and digital media
would be the major communication tools.
Client: Aleteia USA, Inc. A global Catholic digital media company
Target Audience: Millennials who are casual fans of the Church and or religion.
Catholic and non-Catholic

3. Digital Street Team
• 60 Millennials
• Passionate about social justice, faith
• Social media experts, engaged community
• Micro-storytellers
• Wanted in on historic Pope visit
• Onsite & virtual participation
• Total DST Followers: 792,000
• Engagement rate: 88%
• Median # of followers per DST members: 1200
@connortd
76K followers
@comcathgrl
19K followers
@jeremycowart
263K followers
@brandenharvey
115K followers

4. Command Center
10 days. 20 hrs a day. Strategists, Community Managers, Data Analysts

5. Pros NOT Zealots.
Staff: Catholics & Non Catholics
Churched & “Unchurched”
DST & paid staff
Media Center Activities:
Edit content
Host interviews
Social listening & analysis
Aggregate, engage, amplify

6. Visually Awesome Content
1st Stop: #PopeInDC
57,403 views
3rd Stop: PopeInPhilly
1,150,592 views
2nd Stop: #PopeInNY
71,100 views
#PopeIsHope
VINES (micro-videos)

7. Popemoji

8. Popemoji Spread Around the Globe
Sept 10-Oct5
96.6k downloads
12.7mm impressions
895k Popemoji sent
11.8mm engagements
All Seven Continents!
Top 5 Popemoji Used

9. Online & Offline Integration
Drove Adoption

10. Deep Social Media Listening
Valuable insight & business Intelligence
2054 who identified as Millennials had a 72% engagement rate

11. Legacy Media Coverage

12. Inside Pope Is Hope #GoodIsWinning
For more information Contact:
KathleenHessert | 704.541.5942| khessert@sportsmediachallenge.com @kathleenhessert