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Beautiful failure: A case study on #EqualityActJapan and a lesson in failing well on social media
Journal of Digital & Social Media Marketing,
10
(1),
35-44
(2022)
Abstract
Together with Athlete Ally, All Out and over 100 LGBT organisations in the Japan Alliance for LGBT Legislation, Human Rights Watch created the #EqualityActJapan campaign, calling for the first LGBT equality bill in Japan. Sadly, although this global digital campaign was impeccably delivered, exceeding key performance indicators such as cost efficiency, engagement, reach and total petitions delivered to political targets, the bill was never introduced. This paper discusses what happens when a campaign meets all of its digital campaigning key performance indicators but not its policy or legislative objective, providing a case study in how to fail well on social media. The lessons learned from this experience are crucial to apply to future digital campaigns.
Keywords: advertising; social media; nonprofit; digital marketing; campaigns; LGBT
The full article is available to subscribers to the journal.
Author's Biography
Amanda Alampi is an Account Director in Digital Strategy at MWWPR, where she oversees a portfolio of corporate communications and reputation management clients. She previously worked for Amnesty International USA, where she oversaw social media, creative and brand for the US market and membership. Amanda also teaches social media and cause marketing at Fordham University. She has a BA and an MPA, both from New York University.
Ziva Luddy Juneja is a digital campaigner for Human Rights Watch, where she supports the development of campaigns to advance policy change on human rights issues. Previously, Ziva has interned at Global Citizen India, developing social media content and securing local partnerships to further the United Nations Sustainable Development Goals. Ziva has a bachelor’s degree in international relations and journalism from New York University, where she was awarded the pre-law scholarship for overall academic excellence.
