Case Studies

The Global Phenomenon of Batkid

On November 15, 2013, five-year-old Miles Scott, known as "Batkid," became a worldwide sensation as he lived out his dream of being Batman, thanks to the Make-A-Wish Foundation Greater Bay Area and Clever Girls Collective. The event not only captivated San Francisco but also sparked a global social media frenzy.

Challenge:  Get Buzz

Make-A-Wish needed to amplify Batkid’s story but lacked a robust social media strategy. The goal was to generate massive buzz and reach a global audience.

Solution: Develop a strategic social media plan:

  • Hashtag Campaign: Create #SFBatKid and engage key influencers and Twitter users to boost visibility.

  • Real-Time Content: The agency managed live updates, interactive content, and engagement with followers through various Twitter handles, including @PenguinSF.

Execution: Batkid’s heroic day, featuring saving “Gotham City” and capturing villains, was broadcasted in real-time. Clever Girls Collective's real-time social media management ensured widespread interaction and coverage. 

Result: A Massive Hit

  • Social Media Impact: There were 406,960 tweets with #batkid or #SFBatKid, from 377,048 unique users. Tweets were sent from 117 countries, with international support from Canada, the UK, Australia, Indonesia, and Brazil. The most shared tweet, from Make-A-Wish, even saw significant engagement from the White House.

  • Visual Content: Over 21,683 Instagram and Twitter photos tagged with #SFBatKid were viewed 120,439,533 times.

  • Website Traffic: Make-A-Wish’s site experienced a 1,400% increase in traffic, peaking at 1,000 hits per second.

  • Global Reach: The cumulative follower count of those who tweeted about Batkid was 750 million, with retweets reaching an estimated 1.7 billion.

Impact: Batkid’s day highlighted the extraordinary power of social media to amplify personal stories on a global scale. The successful execution by Clever Girls Collective turned Batkid's wish into a viral event, demonstrating how thoughtful social media strategies can transform heartwarming stories into worldwide phenomena and significantly boost awareness for charitable causes.

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