A global non-profit foundation successfully pivoted its APAC expansion strategy to a digital-first media campaignafter its in-person event was canceled due to the pandemic. Leveraging its online encyclopedia's 20th anniversary, the campaign highlighted volunteer stories and regional data insights to build awareness and drive volunteer recruitment. This agile approach generated massive media coverage reaching over one billion people, facilitated high-level stakeholder engagement, and exceeded all key performance indicators.

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As part of its 2030 strategy, a global non-profit foundation for free knowledge sought to expand its reach in new global regions, with a focus on the Asia Pacific. The original plan, centered around a global event in Thailand, was canceled due to the COVID-19 pandemic, demanding an alternative approach. The goals were to build awareness of the foundation's mission, celebrate and recruit Asian volunteers, and generate media coverage to drive traffic.

The 20th anniversary of the foundation's primary online encyclopedia was used as a strategic hook for media engagement. The campaign curated and promoted stories of volunteers from across Asia and shared data-driven insights on user behavior in the region. Additionally, support was provided for a major brand event in Singapore.

The campaign successfully generated on-message media coverage that reached over one billion people. It facilitated engagements between the foundation's leadership and top government officials and helped navigate several policy and reputational issues. All key performance indicators for website traffic and volunteer recruitment were either met or exceeded.