Global Citizen Live

A 24-hour global festival to defeat poverty

On September 25th, 2022 Global Citizen broadcast a 24-hour music & activism festival across 12+ locations globally. Our goal was to develop a cohesive digital experience from promotion to engagement to broadcast. 

MY ROLES

STRATEGY, DESIGN, BUILD

A Lookback

As we began we looked back with teams to identify key pain points we needed to address or be aware of moving forward.

  • Multifaceted needs: This campaign was large and we knew that the main needs were: Onboard new users, generate interest in the event, increase action-taking, create opportunities for tickets, inform users on how to watch, and have users engage with us as they watch.

  • Evolving narratives: Based on past events we knew there would be a changing narrative we had to prepare to switch in an instant.

  • Engagement: Day of and post festival we saw little engagement and needed to beef up.

  • Tight deadlines: We needed to be agile to address constantly shifting deadlines. I.e. The design scheme of the festival was usually approved a week before launch.

  • Cut out excess: Content was added manually in 4 languages alongside custom built pages so we needed to get ahead of this and find solutions to cut out excess time.

Vast, but unified.

We flipped the way we worked (on a dime and the whims of a constantly fluctuating narrative) and pushed for a product-first approach. We expanded the usual single pages into a connected microsite that allowed for us to narrow in on our marketing efforts and be able to expand as the campaign expanded. With the microsite, we created modular designs and a recommended plan of features for each team. 

Tune-In

For all broadcast festivals prior we had created a tune-in guide element with a chunk of code that we had to manually edit across 4 languages. In order to cut this time-consuming effort we worked with our dev team to build a custom feature that allowed us to have better customization and features like locally relevant times. This effort cut the active time-spent from 9 hours to 1 and provided a much easier and relevant tool to use for our users.

Increased Action Taking

Historically, we saw major drop off in user engagement post earning tickets. In order to combat this dropoff and ensure we were creating opportunities for those who couldn’t earn tickets, we designed two new action-taking experiences.

Slideshow: To consolidate action-taking and information for a real estate saving and more interactive feature. Built with the plan to repurpose into other types of content slideshows in the future. The uptick of these actions as opposed to the past was 60%.

Livestream Actions: Created a new interactive YouTube plugin that allowed us to sync actions at relative times during the livestream of the festival. So When Bill Nye is talking about climate change, you can call your senator to ask them to support a bill against fossil fuels. With this, we saw an unprecedented increase in day of action taking from under 100 to almost 10,000.