By Allison McGuire | @CaliMcG
This is a continuation of a post on CSX’s Drop and Give Them 10 campaign.
CSX, a rail-based transportation company, is dedicated to serving its employee base. Almost 20% of the company’s workforce is comprised of U.S. veterans. Through its Drop and Give Them 10 campaign, CSX asked supporters to literally drop, do ten pushups, and share socially, to benefit nonprofit partner Wounded Warrior Project.
CSX, one of the country’s largest freight rail companies, is dedicated to serving its employee base. Nearly 20% of the company’s workforce is comprised of U.S. veterans. Through its Drop and Give Them 10 campaign, CSX asked supporters to literally drop and do ten pushups. When shared socially, CSX donated $1 for every 10 pushups to benefit nonprofit partner Wounded Warrior Project, doubling this donation when the participant shared their pushups through social media.
I was able to get the scoop on campaign lessons from Carla Groleau, Director of CSX’s Corporate Communications.
AM: What were CSX’s metrics to determine success?
CG: For an initiative of this nature -- participation. We could only reach our goal of donating $50,000 to Wounded Warrior Project if supporters were willing to Drop and Give Them 10.
Executing the campaign with a heavy focus on social media helped us measure this in real-time. For instance, submissions to the website are easily trackable. Additionally, tweets and Instagram posts augmented the participation of the campaign’s supporters; we actively tracked participation through these channels as well.
Numbers-based metrics are always a reliable means of evaluating such campaigns, but we’ve also taken the further step of looking at how people discuss the campaign through social media. Therefore, we’ve actively paid attention to things like tweets, Facebook comments, Instagram posts and other digital commentary.
AM: Any lessons learned while working with nonprofit partner Wounded Warrior Project?
Working with Wounded Warrior Project was an amazing experience and it’s an organization close to CSX.
With many of our employees being veterans, a partnership with Wounded Warrior Project furthered our commitment to supporting all service men and women. Of those who participated, many of whom were CSX employees, posts and photos were uniquely expressive, which was really heartwarming.
While Wounded Warrior Project has multiple partnerships each year, this campaign was new for the non-profit organization and one that created immense online excitement. We look forward to continuing our partnership!
Question for discussion: Has your company created a social media campaign? How have you tracked reactions?