Plan International wanted to know how effective its communications had been leading up to, during and after the Day of the Girl Child — and, just as importantly, how its share of voice compared with UNICEF and Save the Children over the same period.
Plan International
How share-of-voice benchmarking measured Plan International's Day of the Girl Child impact
Plan International asked Adroit to assess how its communications around the Day of the Girl Child performed against peers, benchmarking share of voice against UNICEF and Save the Children before, during and after the event.
The Challenge
The Solution
Adroit benchmarked and analysed key metrics over time to build a comparative view of share of voice across all three organisations.
Mentions tracking
Volume of mentions across social and editorial content, tracked over the campaign period.
Engagement measurement
The sum of actions taken by others on each article or post — likes, shares and comments — captured alongside mentions.
Engagement rate
Engagement measured relative to mentions, giving a normalised view of how effectively each organisation’s content actually landed.
Recommendations
Four recommendations followed from the benchmark:
Track brand awareness regularly
Measure brand awareness on an ongoing basis, since audience attitudes and behaviours can shift unpredictably, and competitors may quietly adjust their own strategies.
Reuse what works
Where a post sparks a lot of conversation, reuse that seed in future content — and don’t rule out adapting a conversation a competitor has already proven works.
Compare annual events year on year
Benchmark recurring events across consecutive years to see what worked, why, and what the surrounding context and drivers were.
Set realistic KPIs
Make sure KPIs are realistic and genuinely reflect the campaign strategy, rather than being set in isolation from it.