Queen’s Young Leaders Case Study

SERVICES: Influencer marketing, branded content, social media marketing, campaign development, youth mobilization

THE CHALLENGE

The Queen’s Young Leaders network is made up of exceptional young leaders aged 18-29 from across the Commonwealth, who are taking the lead in their communities and using their skills to transform lives.

The Queen Elizabeth Diamond Jubilee Trust, along with their programme partners, wanted an alumni project to inspire new connections between Queen’s Young Leaders and provide a greater service to young people within the Commonwealth.
With a network spanning 53 countries made up of diverse, actively engaged young leaders, Lovell Corporation began a twitter chat to facilitate peer knowledge exchange and raise awareness of alumni expertise across borders.

INSIGHT

The Queen’s Young Leader’s Programme endeavours to provide educational and experiential learning that will enhance the impact of the work already undertaken by the Queen’s Young Leader’s or to support them in identifying and capitalizing on new opportunities.

In partnership with @LeadingChangeUC and the Queen’s Young Leaders Legacy Panel, Lovell helped create #QYLchat. As a monthly twitter chat, #QYLchat brought Queen’s Young Leaders alumni together in interactive dialogues to share their experiences with aspiring youth and executive mentors in the Commonwealth.

APPROACH

#QYLchat is the Queen’s Young Leaders Legacy Panel’s first Twitter chat. This, along with the many different time zones and varying knowledge of how to use Twitter across the network, were a few of the challenges Lovell had to consider when designing #QYLchat. To maximize the value of the chat, we:

Developed a social media strategy and influencer campaign including optimal chat timing, topics and roll-out plan.
Created campaign content including the development of tweets and Twitter chat questions, promotional images, pre-chat promotional tweets, post-chat promotional tweets, instruction guides for participants, and how-to guides for alumni
Carried out the Twitter chat in real-time, engaging young leaders and professionals from multiple social media accounts

RESULTS

Twitter users reached

Tweets

Sent in the first 30 minutes

Top Countries

Canada, USA, United Kingdom, Fiji, Nigeria, South Africa, and Ghana

HIGHLIGHTS

About the author

Lovell Corporation

As Canada’s foremost agency for connecting with Millennial and Generation Z markets, Lovell Corporation bridges the gap between youth and industry to foster job prosperity, social innovation, and corporate citizenship. Lovell Corporation is an award-winning firm that offers a diverse portfolio of digital media, consulting, and technology solutions that help clients create meaningful connections with today’s youth and tomorrow’s leaders. Featuring five specialized brand portfolios, Lovell Corporation’s diverse approach to youth interaction emphasizes positivity, individual growth, and advocacy to help industry stakeholders engage young professionals and market influencers in an authentic way. Led by Youth Mobilizer and globally recognized thought leader, Kelly Lovell, Lovell Corporation’s brands include: YOU Effect™; Kelly A. Lovell; BridgingTheGap™; The Kelly Effect™; The Change Generation™; and MyEffect™. With our connections to some of the world’s most elite youth leadership networks and our CEO’s global leadership reputation, our brand channels are sought out by Fortune 500s, governmental bodies, and Royals. Our brands have been ranked among the top 0.1% of online influencers on the topics of entrepreneurship; innovation; and youth mobilization. With international networks that reach youth influencers across 59+ different countries, Lovell Corporation is dedicated to providing the very best in marketing, branded content and consulting services that help industry leaders develop effective youth marketing and employee retention strategies. Whether clients seek branded social media, an authentic youth ambassador, an opportunity to interact with influencers, or expertise in the area of Millennial employee engagement and retention, Lovell Corporation’s channels have a global reputation for connecting industry and youth. For more information, visit Lovell Corporation at www.lovellcorporation.com or follow us on Twitter @kellyalovell.

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