Introduction
The UNHCR (United Nations High Commissioner for Refugees) is an agency of the United Nations that is responsible for protecting and assisting refugees worldwide. It is the largest humanitarian organization in the world.
RILA GLOBAL CONSULTING is a next-generation consultancy using social listening to power, grow and educate brands. RILA is recognized by Fortune500 customers, international agencies, and industry experts as the leader in Social Media Research and Business Intelligence.
Challenge
UNHCR sought to understand how migrants and asylum seekers utilize social media platforms. The client required assistance in language testing for a planned marketing initiative, insights into their consumers' voice, global media focus, and trending topics. Furthermore, they sought to explore the impact of global events on migrant communities in transit.
Solution
RILA's team embarked on an extensive research endeavor, leveraging our expertise in social listening and data analysis. While it was expected that keywords such as "migrant" and "asylum-seeker" would yield a significant number of posts from forums and blogs, RILA's research uncovered an intriguing discovery: petitioners themselves were actively present online.
We identified clear patterns within host countries, influential figures within the asylum-seeking community, and recurring issues related to refugee petitions. By analyzing these patterns and trends, we provided UNHCR with actionable insights to guide their global marketing strategy for 2020. This comprehensive understanding empowered UNHCR to optimize their online resource allocation and identify influential figures with a substantial reach among migrant communities in specific geographical locations.
Outcome
Equipped with the research insights from RILA, UNHCR gained a competitive edge in addressing the needs of migrants and asylum seekers through social media. By directing their global marketing strategy based on the research findings, UNHCR strategically invested their resources online to effectively engage with their target audience. The identification of influential figures within migrant communities allowed UNHCR to leverage their reach and collaborate with them to amplify their messaging and impact.
Through RILA's support, UNHCR optimized their online presence, fostering stronger connections with migrant and asylum-seeking communities. By staying attuned to the voice of their consumers and current trends, UNHCR was able to adapt their initiatives to better serve their target audience. The insights gained from RILA's research enabled UNHCR to refine their approach, deliver more impactful support, and advocate for the rights and well-being of migrants and asylum seekers worldwide.
Key Highlights
- Comprehensive research study on global migrant and asylum seeker online behavior
- Identification of influential figures and patterns within host countries
- Insights into the impact of global events on migrant communities
- Direction for global marketing strategy in 2020
- Optimization of online resource allocation
- Enhanced engagement with migrant communities through social media
- Collaboration with influential figures to amplify messaging
- Improved support and advocacy for migrants and asylum seekers
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