Pontifical Mission Societies

Pontifical Mission Societies

Pontifical Mission Societies

Challenge:
The Pontifical Mission Societies are a group of Catholic missionary societies under the jurisdiction of the Pope. As part of their Easter mission, they asked for help promoting their new app, “MISSIO”.
Insight:
We found that prospective users were more interested in establishing a personal connection with Pope Francis than with the Societies per se, and that the Pope’s popularity and charisma heavily influenced users’ actions.
Solution:
We produced a media campaign with prominent messages and images about connecting with the Pope, to create interest and encourage downloads.
Results:
The social media component was so successful that Facebook invited us to submit the case study for their 2014 “Facebook success stories” program. This MISSIO campaign drove 300,000 people to the landing page, resulting in over 11,300 new app downloads.