Pope Saint John Paul II Preparatory School partnered with Social Traction to elevate their social media presence through their three pillars of authenticity, entertainment, and education.
After being shared a video of the school priest, Father O, dancing at the halftime of their rival basketball game against Father Ryan, Social Traction posted the video on all JPII social platforms using targeted keywords to immediately bring attention to the authenticity of the school being on display in the video.
After 24 hours, the video had accumulated 1.1 million views, 144K interactions, 11,000 profile visits, and reached over 814,000 accounts on their Instagram alone.
Managing the JPII brand during this immediate success, Social Traction engaged with over 100 accounts commenting on the post, including mediating conversations to represent the JPII brand in the best light and remove any negative interactions that may hinder the brand.
Using this method hyper vigilant brand management, JPII was contacted by Sportscenter, ESPN, Nightline, The Morning Show in Australia, and national news and media outlets to share the authenticity of the JPII video.
Social Traction negotiated with all the interested brands to position JPII with brands that were aligned with JPII’s messaging and not harmful to the brand.
At the end of the global sensation of the video, an estimated 25-30 million people around the globe watched, interacted with, and now knew the JPII brand.
On JPII’s social media platforms, the video began to cool down once the account had benefited from over 6 million views, 700K+ interactions, 177K+ shares, and 4 million+ accounts reached, and over 6,000 new followers.