Aleteia - GoodIsWinning

Social campaign around Pope Francis' visit to the US

Aleteia - GoodIsWinning

Social campaign around Pope Francis' visit to the US


CLIENT: Aleteia


The Case

Tapping into the nation’s affinity for social sharing, Catholic networking site Aleteia launched a digital community for millennials with questions on life and faith. Anticipating massive buzz during the Pope’s historic visit to America, the team set several engagement campaigns in motion. The Popemoji project included a release of 52 emoji poses of Pope Francis in iconically American settings, while the #PopeIsHope and #GoodIsWinning hashtags celebrated acts of kindness. However, with millions of interactions soon to hit cyberspace, Aleteia wanted to ensure a sense of community would not be lost among participants.

The Approach

With the Twine platform, Aleteia monitored more than 40 data feeds on major social networks, auto-routing posts into five primary collections on a centralized hub. The group used Twine thoroughly, essentially establishing a microsite based on social content. Aleteia added several flourishes, though. Highly-customized Promoted Posts appeared alongside social media, directing visitors to the Popemoji store.  And, using extensive Javascript and CSS functions, our support team developed a unique infographic header for the Popemoji collection, displaying five of the most popular Popemojis in use, engagement stats, top rated post, and so forth.

The Outcome

The Twine platform successfully enabled Aleteia to easily import, moderate, and route social posts to desired collections, almost on auto-pilot. The tools continue to allow Aleteia to hone in on a highly-digital generation’s stories, selfies, and spiritual journey during major events like the papal visit and beyond.

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