The project and its call for applications was highlighted on social media through an extensive digital campaign. It comprised of frequent social media activity on Facebook, Twitter, LinkedIn, and Instagram. The audience were engaged throughout the call for applications duration (November/December 2020) through 7 posts with flyers on social media channels.
Another aspect of the campaign was implementation of digital engagement strategy. This included a TweetChat (November 20, 2020) followed by a live webinar (November 26, 2020) with industry leaders of Pakistan in journalism, entrepreneurism, digital and social media, and technology.
The purpose of this TweetChat was to raise awareness about the project and bring clarity among prospective applicants from journalist community regarding its scope, target audience and online application process. #AskGNMI was tweeted and retweeted 352 times by leading journalists during the time of TweetChat including 39 questions from prospective applicants. The TweetChat received total 4,722,578 live views with an economic value of $6,251. Apart from comments & QnA, the hashtag #AskGNMI became No.4 top trend in Pakistan holding the spot way after the event wrap-up.
The purpose of the webinar was to discuss the project in detail with a hint on why we need entrepreneurial journalism at this crucial time when the media industry in Pakistan is suffering amid the COVID-19 pandemic and political instability. Another purpose of the webinar was to give the interested applicants an opportunity to ask them questions about the big move – from mainstream media to digital platforms to try their luck in entrepreneurship. The webinar panel included Ms. Marjan Arbab (Manager, National Incubation Centre), Aoun Sahi (Senior Journalist), Najia Ashar (Founder GNMI) and Badar Khushnood (Co-founder Bramerz). The event received 366 live views with 987 organic reach.