A multi-department social media campaign generated 10,036 new registered users, 30,903 votes, and 94,222 organic page views in just over five weeks, from April 15 to May 22.
The campaign was built for the PeaceJam Foundation, an international nonprofit whose board includes Nobel Peace Prize Laureates. Each year, PeaceJam produces a short film about the life of a laureate, premiering at the Monte Carlo Television and Film Festival. We designed a campaign that aligned with this moment of global attention and converted it into measurable digital growth.
Our central insight was simple: prestige already existed, distribution already existed, cost did not need to increase.
We proposed creating an award presented by a Nobel Peace Prize Laureate during PeaceJam’s annual film premiere. The event infrastructure was already funded, which allowed us to maximize credibility and reach without incurring event production costs.
The concept evolved into the Billion Acts Hero Award, modeled loosely on proven video-driven voting contests. The structure combined:
The objective was threefold:
You can see the archived landing page here:
Public nominations were accepted through the year via the Billion Acts of Peace website. From these submissions, PeaceJam selected ten standout Acts of Peace, which became the campaign’s semi-finalists.
The semi-finalists were grouped into five categories:
To maintain consistency and fairness, all finalist videos were produced in-house. This eliminated production quality disparities and allowed us to control brand presentation.
Each video followed a clear narrative framework:
Semi-finalists were given a four-week voting window, creating urgency without fatigueistrations. To prevent the contest from becoming a popularity contest, the winners were partially determined by popular vote and partially by a jury made up of Nobel Peace Laureates serving on PeaceJam’s board. Winners were announced just after the PeaceJam Foundation’s board meeting that June.
To support nominees, we provided pre-approved messaging for social sharing and coordinated closely with their internal marketing teams.
Each nominee received a dedicated promotion window across PeaceJam’s 1.1 million-follower social network, allowing us to distribute attention evenly and maximize organic reach.
Voting required user registration on the Billion Acts of Peace website. This decision intentionally tied engagement to measurable growth.
To preserve credibility, final winners were determined by:
Winners were announced following the PeaceJam Foundation’s June board meeting.
Driving more than 10,000 registered users through paid media alone would typically require a significant budget. In many industries, registration costs can exceed $50–$60 per conversion.
This campaign achieved comparable results using:
Beyond registrations, the campaign produced compounding benefits, including sustained social engagement, organic backlinks, and long-term visibility for the Billion Acts of Peace initiative.
Between April 15 and May 22 the campaign generated:
The Billion Acts Hero Award remains a core component of the broader campaign strategy, continuing to attract participation and registrations year after year.
The takeaway is straightforward: when incentives, credibility, and distribution align, organic growth can outperform paid acquisition at scale.
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If you had told me a couple of years ago that I could type "a cyberpunk hedgehog making a latte" and get a photorealistic 4K video back in seconds, I would have laughed. But here we are in 2026, and AI video generation isn't just a novelty anymore, it's a massive part of my daily workflow.
This guide leverages my experience to break down how to write, structure, and publish a document that earns trust rather than just demanding attention.
Depending on who you ask, there are anywhere from five to twenty "essential" rules out there. But in my experience, there are really only a dozen “laws” of visual design that matter across every medium. Here’s a guide I’ve created with the elements I find to be the most important, no matter your platform.
The results are surprising, Quality Score and Cost Per Click are more clearly correlated when you look at Exact Match keywords.
I love WordPress for its customizations. Styling code snippets enhances user perceptions. Copy and paste the code below to style your WordPress code blocks.
The code snippet plugin changed my life. I no longer edit the raw PHP files to add simple functions like titles to users' profiles.
