21st Feb 18 Chloe Green
#GivingTuesday is a day dedicated to giving back, originating in the US in 2012. It is now cited by many as an ‘antidote’ to Black Friday and Cyber Monday and is supported in many countries across the world.
Crimson Hexagon identified and analysed #GivingTuesday social media conversations and found that #GivingTuesday UK had:
• 49% share of UK voice compared to #BlackFriday and #CyberMonday
• A reach of 180 million Twitter impressions or potential views
• 30,000 UK tweets about #GivingTuesday, which peaked at 11am GMT
The Charities Aid Foundation led this year’s launch of #GivingTuesday UK. Experts from Crimson Hexagon spent the Tuesday on site at the Charities Aid Foundation’s London headquarters to monitor social media conversations in real time; provide updates on volume of posts, sentiment analysis; details of key influencers and demographics.
More than 700 partners, including charities, companies, brands, community groups, schools signed up to support UK charities or non-profits as part of the UK’s inaugural #GivingTuesday. Partners included British businesses such as Argos, the Royal Bank of Scotland, Legal & General Group, BT, alongside charities including the RSPCA, Elton Johns AID Foundation, Marie Curie Cancer Care, Hope for Children, Alzheimer’s Research UK, Victim Support and many others.
Hannah Terrey, Head of Policy and Public Affairs for the Charities Aid Foundation said: “Working with Crimson Hexagon as a partner for #GivingTuesday gave us an opportunity, as organisers, to analyse and understand the impact of this year’s launch. #GivingTuesday is a very social movement which sees thousands of charities, businesses and individuals engage in a global conversation about giving – sharing requests and pledges for support, celebrating the work of charities and people’s generosity and a finding fun and interactive ways to harness social media to raise awareness and charitable funds. Being able to gain insights and to have the technology to analyse millions of social engagements was a true benefit to us and to our partners.”
Luke Moore, EMEA Sales Director, Crimson Hexagon said: “We are thrilled to support the UK launch of #GivingTuesday and to do what we do best – to use our technology to provide an in-depth analysis into how people perceive the #GivingTuesday initiative and the organisations that have made it the success it was.”