Marketing Communications

CASE 15 545

Source/Medium

>>

None Visits ↓ Pages/Visit Avg. Time on Site

1. google/organic 10 893 312 1.11 00:00:26


2. youtube.com/referral 3 783 761 1.16 00:02:35


3. (direct)/(none) 2 004 449 1.15 00:00:45


4. ad-emea.doubleclick.net/referral 469 365 1.12 00:00:24


5. search/organic 184 398 1.12 00:00:32


6. facebook.com/referral 67 184 1.20 00:01:07


7. voila/organic 45 729 1.24 00:00:53


8. twitter.com/referral 41 605 1.23 00:01:35


9. upload.youtube.com/referral 26 226 1.20 00:01:14


10. s0.2mdn.net/referral 21 673 1.16 00:00:35

Figure 15.3 Traffic analysis on the Born HIV Free website

Born HIV Free YouTube channel

The Global Fund, in partnership with RED Design, launched

a custom-designed YouTube channel for the Born HIV Free

campaign. The YouTube channel hosted the videos for the

campaign, live streams of events, and allowed people to sign

up directly through the channel. This resulted in 17.9 million

channel visits, 13.5 million channel visitors, 2.75 million video

views and 70 000 signatures. The YouTube channel generated

considerably higher traffic on the campaign website than any

other platform during the campaign.

The Born HIV Free campaign website

The Global Fund, in partnership with RED Design, launched a

unique flash-based website for the Born HIV Free campaign.

This website provided information about the campaign, Carla

Bruni-Sarkozy and mother-to-child transmission of HIV.

During the campaign, the website was visited 135 975 times

by 118 906 unique visitors. The website collected 70 000

signatures. These visitors spent an average of three minutes

on the website. The website had approximately a 60% visitor-

to-signature conversion ratio. The majority of visitors to the

campaign were from France, which had twice the number

of visitors as the USA and the UK, both of which in turn

had twice the number of visitors as the following group of

Italy, Germany, German Switzerland, Brazil, Canada and the

Netherlands.

The majority of the traffic on the site originated from

search engines, referral sites, advertising and direct (incon-

clusive) traffic ( Figure 15.3 ); 61% of visits originated from

users searching for ‘YouTube’ on the Google search engine

and clicking on the first sponsored result. This traffic remained

on the website for an average of 26 seconds and viewed

an average of 1.11 pages. 21.18% of visits originated from

within YouTube itself, and 97% of these visits were referred

from the Born HIV Free channel. This traffic remained for

approximately 2:35 minutes before leaving the page; 11.29%

of visits have no clear source. 1.2 million visits occurred

during the Paul McCartney concert. In addition, the Twitter

integration during the event generated a huge number of

tweets, which (owing to widespread use of applications to

access Twitter), appear as direct traffic. Hence, the majority

of this traffic is likely to have originated from Twitter referrals

during the concert. Visits from the Twitter website itself

had a similar spike during the concert. Visitors from the

Paul McCartney concert stayed on the website for approx-

imately 2:45 minutes. Visitors from YouTube (outside of

Paul McCartney) stayed for 1:50 minutes. 2.6% of visits

originated from banner advertising. This traffic remained

on the page for 24 seconds and rarely visited another page.

0.38% of visits originated from Facebook. Visitors from

Facebook spent over four minutes on the website.

Social media

The Global Fund launched a Facebook fan page for the Born

HIV Free campaign to increase the level of engagement from

supporters. During the campaign period the page resulted in

19 583 members and 70 291 visits which on average lasted

1.15 minutes, and 6509 interactions. The audience were 57%

female, 40% male; 56% of the audience were aged 18–34

and 32% aged 35+. Most of the likes and interactions were

driven by a small number of highly engaged people. The

growth of the Facebook channel was initially slow and needed

promotion from other sources to gain initial momentum.

Once that momentum was established, the channel was

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