RIKERS, a documentary by Bill Moyers

  • Social Media
  • Social Media Strategy
  • Strategic Planning
  • Advertising
  • Community Building
  • Strategic Partner Outreach

Overview

RIKERS, a documentary by Bill Moyers, features the stories of people who have endured incarceration at Rikers Island in New York City. Leading up to the launch of the documentary, Bill Moyers & Company sought increased awareness and the creation of a robust digital discourse surrounding the topics depicted in RIKERS.

Strategy

GZ&A handled the creation, launch, and maintenance of a social media presence and campaign for RIKERS, as well as strategic partner outreach, influencer research, and the creation and distribution of a digital toolkit. We also managed paid social media advertising, and live-tweeted during several screenings and panel discussions to drive real-time engagement online.

Results

In the month leading up to the documentary launch, GZ&A established and maintained social channels for RIKERS, resulting in 11.3K Facebook Page likes, 68K Facebook user engagements, 97K Facebook video views, 1.2M Facebook users reached, 1.4K Twitter followers, and 1.9M Twitter impressions. The digital toolkit was distributed to more than 100 partners and influencers, leading to new and strengthened strategic relationships.

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