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
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.
INCREASED ACTION-TAKING
Actions are a key component of the Global Citizen model and major place for . Taking different actions like calling senators or signing petitions gain users access to rewards and tickets. 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.
The first was a slideshow of actions tied to issue areas. The slideshow allowed users to explore our main issue areas in a more engaging way and navigate to the actions that interested them most. Making signing a petition feel more profound. The uptick on these actions as opposed to past was 60%.
The second was creating a new interactive YouTube plugin that allowed us to sync actions to times in 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 on fossil fuels. With this, we saw an unprecedented increase in day of action taking from low 100s to high 9000s.