Plan International

Challenge

Promote and Measure the Progress of Key Campaigns 

From their founding more than 80 years ago during the Spanish Civil War, Plan International has been providing relief to children. Their ambitions have expanded in tandem with their size and presence: two years ago, they committed to transforming the lives of 100 million girls by 2022. Communication comprises the core of their strategy, including campaigns designed to encourage participation, partnerships, and sponsors. 

Plan International Latin America launched a complementary marketing campaign, Girls Get Equal, in October 2018, targeting the high incidence of unplanned pregnancy and forced marriage of adolescent girls in the region. Prior to launch, they knew they needed a comprehensive suite of media intelligence tools and a provider capable of serving as more of a partner than a vendor. They wanted guidance on achieving a greater positive impact on social as well as traditional channels. Analyzing and interpreting their impact in each country they operate in was critical. They also needed the ability to prepare complete media coverage reports in a timely manner. 

Regional Communications Manager Juan Carlos González Díaz says, "It wasn't long before we saw Meltwater's potential to provide everything we needed in a single platform, with clear visibility into every locality we work in and in-depth analysis."

Solution

An All-In-One Solution with Best-in-Class Tools 

As Girls Get Equal and other campaigns are launched and start acquiring traction, Meltwater's platform enables the local offices to monitor the mentions individually, country by country, and gauge the impact of any actions they've taken. All measurements are done in Meltwater. The social media platform allows Plan International to enlist girls' rights advocates as influencers and win converts from among the younger audience they're able to engage with. 

Plan International Latin America targeted October for the launch of Girls Get Equal because October 11 is celebrated worldwide as the International Day of the Girl. While the campaign is still in its early stages, Communications Manager, González Díaz, says that the metrics have justified the decision to select Meltwater for their campaigns and launch when they did. Feedback from individual countries has revealed healthy engagement, and also uncovered new opportunities. 

Advancing their campaigns is both an urgent priority and an ongoing process, and González Díaz credits Meltwater with playing an important role in his team's education. "I use Meltwater's advanced search often to adjust the countries, media, keywords, and linked concepts. The results I get back give me a much better understanding of Latin America?s vast media landscape."