Using Cutting-Edge Digital Tactics to Reach Audiences Abroad

Award Winner

U.S. Department of State Bureau of International Information Programs (IIP)

How do you convey U.S. policy to global audiences—many of whom have limited internet access and are beyond the normal sphere of embassy influence? The State Department’s Bureau of International Information Programs (IIP) sought to answer this very question in pursuit of its mission to engage audiences abroad with U.S. foreign policy.

Services

  • Advisory & Support Services
  • Analytics
  • Branding
  • Integrated Marketing
  • Strategic Planning
  • User Experience
  • Website Design

Awards & Recognition

  • TechCamp Website
    2017 MarCom Awards
    Honorable Mention
  • YALI Stay the Course Campaign
    2018 MarCom Awards
    Gold
  • YALI4Wildlife Poster Series
    2018 MarcCom Awards
    Platinum

Challenge

IIP sought to engage digital audiences on U.S. foreign policy objectives, such as youth entrepreneurship, gender equality, and wildlife conservation. IIP needed support to develop more region- and issue-specific content, as well as advice on better ways for people to interact with its content—and each other. They also were looking for more effective strategies for reaching audiences abroad and engaging diverse populations across an array of digital platforms. 

Solution

U.Group helped IIP develop cutting-edge, digital-first approaches to public engagement. We’ve deployed data-driven campaigns to reach global youth, made striking designs and brands, and crafted compelling original content—all distributed through organic and paid media plans. U.Group also enhanced IIP’s web properties, including developing creative content for ShareAmerica, IIP’s web publishing platform for human interest stories about American life and values; website strategy workshops with State Department leadership; and full website redesigns that help innovative young programs, like TechCamp, meet their full potential.

Result

Within just the first year of working with IIP, U.Group’s efforts allowed the Young African Leaders Initiative (YALI) Network (one of IIP’s signature programs) to more than double its email subscriber list—surpassing their initial goal by more than 50%. Since then, we’ve helped double the Network’s Facebook page likes and increase its Twitter conversion rate by 61%. Most recently, a targeted campaign to get African youth to take a series of online courses led to a 266% increase in course certificates.