Growing the Pope’s Flock: How One Hashtag United The Church

United States Conference of Catholic Bishops (USCCB) / Golin


Ahead of Pope Francis’ first visit to the US, the US Conference of Catholic Bishops (USCCB) wanted to help amplify the Pope’s message across social media. The strategy that resulted harnessed content marketing, influencer outreach and proactive media messaging in a new way. Golin’s realtime relevance team - a traveling group of strategists, writers, editors, designers and content developers - went on the road to create in real time more than 2,462 pieces of content in English and Spanish. With everything guided and united by the social theme to ‘Joyously Move People’ to action and using the #PopeInUS hashtag, both the team and the whole of the US Catholic Church was able to cut through the clutter of millions of conversations about the Pope’s visit. Meanwhile a team of rapid responders assembled at Golin’s Chicago office engaged in one-to-one contact with the faithful following the final days of the Pope’s visit. The campaign was a success with the Church reaching a total market audience on an unprecedented scale.

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