Análisis de las herramientas digitales en la campaña de la ONG Manos Unidas "24 horas que mueven al mundo"

Abstract

Manos Unidas is a non-governmental development organization which aims to provide aid, promotion and development programs to the Third World, it is also known as the Catholic Church Association in Spain. During the last three years, this organization has carried out a digital marketing campaign called “24 Hours That Move the World”’ with the goal of helping underdeveloped countries. The aim of the following paper is to analyse the campaign from the digital and social marketing scope and to obtain some conclusions about it. The established goals are, on one hand, to indetify the target and the campaign purpose and the other hand, to know the evolution of Social Networks Facebook and Twitter in Spain during the years the campaing has been carried out in order to observe the impact of the Tools employed.