When Ambassador McCain arrived in Rome, being able to capitalize on her significant personal online following was a huge opportunity to not only grow our audiences, but introduce her key political and media following to our work. A welcome video series, content highlighting why our work with the UN agencies matters, and eye-catching photos and video from a trip to the field yielded spectacular results: thousands of new followers and mentions in the first month and an engagement rate that continues to hover around 6%.
Watch some of the videos: