In 2020, World Vision Canada’s annual Global 6K for Water had to adapt rapidly in response to the COVID-19 pandemic. This shift required reimagining the event from in-person to entirely virtual while maintaining its impact and mission.
Quick links to project highlights:
The Challenge: Adapting to a Pandemic-Driven Reality
The Global 6K for Water traditionally brings people together in person to walk or run 6 kilometers, symbolizing the average distance women and children walk to collect water in developing countries. Our B2B marketing efforts had successfully established partnerships with local businesses, creating strong expectations for an annual event among both companies and individual participants. With COVID-19 restrictions in place, we faced the challenge of not only maintaining the event’s momentum but also ensuring participant safety during uncertain times.
The Idea: Creating a Digital-First Experience
We reimagined the Global 6K as a fully virtual experience, encouraging participants to complete their 6K wherever they felt safe—on local streets, treadmills, or even in their backyards. We hypothesized that participants would appreciate the opportunity to get outdoors and engage in a community-driven event, even while in lockdown. The goal was to maintain the sense of unity and shared purpose while broadening the reach to new audiences across Canada and beyond, creating a more inclusive event that adapted to the times.
My Role: Leading Digital Transformation
As the Digital Marketing Manager at World Vision Canada, I spearheaded the digital transformation of the Global 6K. I developed the strategy to shift the event online, managing a cross-functional team of SMEs across marketing, product, and creative to ensure a seamless rollout. Recognizing the team’s initial concern after months of preparing for an in-person event, I provided calm, clear guidance to unite everyone around a solutions-focused mindset. I also led digital engagement strategies to keep participants connected and motivated throughout the event.
Key Strategies: Driving Virtual Engagement and Fundraising
Building Community Virtually:
We fostered a sense of community through digital tools, including interactive leaderboards, personalized fundraising pages, social media sharing prompts, and integration with Strava—an app that tracks physical exercise while connecting participants with others. This approach kept participants engaged and connected, even while physically apart.
Digital-First Fundraising:
To replace in-person fundraising, we shifted to digital methods, using peer-to-peer platforms and personalized email campaigns. Participants were encouraged to share their progress and stories online, creating new opportunities for donor engagement.
Influencer Partnerships and Broader Outreach:
Influencer collaborations were pivotal, with personalities live-streaming their participation and engaging their followers to join in. This not only increased awareness but also drove wider engagement and sign-ups.
Real-Time Data Optimization:
Using analytics, we tracked real-time participation and donation patterns, enabling us to adjust outreach and messaging to maximize results.
The Results: Expanding Reach and Impact
Despite the challenges, the 2020 virtual Global 6K raised $30,000 through individual donations and influencer partnerships. The virtual format also allowed us to engage previously untapped communities, significantly broadening our reach.
New Communities Reached:
The virtual transition allowed the event to extend beyond traditional geographic limitations, resulting in broader participation.
Stronger Donor Connections:
Interactive digital tools and personal stories helped forge deeper connections with donors, leading to more meaningful engagements and higher retention.
Looking Forward: Paving the Way for Future Virtual Events
The success of the virtual Global 6K not only showcased our resilience in the face of unprecedented challenges but also set a new standard for digital events. This transformation established a scalable blueprint for future events at World Vision Canada, prioritizing inclusivity, accessibility, and participant engagement. By embracing a virtual model, we expanded the Global 6K’s reach, connecting with participants who would have otherwise been unable to attend due to geographical constraints. This shift has informed broader event strategies, reinforcing the commitment to making events more accessible, adaptable, and impactful moving forward.