Fission was proud to work with Zynga.org, the nonprofit arm of online game developer Zynga, the creator of Farmville, Words with Friends, and Bubble Safari. Together we generated strong social interaction and support through Zynga.org’s Facebook Page for their nonprofit partners such as Charity: Water, Save the Children, and Half the Sky, and Sandy Hook Elementary School.

With an existing audience of over 2.5 million Facebook Fans, Fission developed metrics goals, weekly themes, and in-game charity promotion campaigns for games such as Half the Sky Movement: The Game, to spark conversations among both Zynga fans and people seeking to support their charity work. During our collaboration, Half the Sky reached 1 million people playing the game.

In addition to creating successful content, from thought leadership posts to image quotes to contests, Fission took a thorough analytical approach to understand best which content performed well with audience members. Weekly metrics reviews with top line highlights helped understand what issues, campaigns, contests, and types of content were most important to the international social gaming audience.

The work resulted in far greater social engagement, involvement in the mission, and fundraising for charities through in-game promotions. Some numbers:

• Between January and July 2013, the level of Facebook Zynga.org fan engagement, including Likes, Comments, Shares, and post clicks, almost tripled (280%).
• A heavier and sustained boost of content in April nearly quadrupled fan engagement on the Page.
• Over this period, posts from the Zynga.org Facebook Page were also seen by 600% more people, with many posts being seen organically by over 430,000 people for each post.