Christian media company Aleteia has partnered with social business cloud service Tracx and digital agency Sports Media Challenge for its #GoodIsWinning campaign that aims to engage millennials on social media before, during and after Pope Francis visit to the US next week.

The campaign has a digital street team of millennials positioned across the US to cover the Popes visit along with a social media command centre in Philadelphia which will coordinate actions around the #GoodIsWinning hashtag.

Using Tracx, Aleteia and Sports Media Challenge hope to improve future interactions with millennials over social media, based on their initial contact during the campaign, using Tracxs software to monitor social streams, respond to conversations in real time and utilise social observations, as well as tracking and reporting on activities.

Data from Tracx will will then be used to produce daily infographics which will be made available to the press, enabling them to track and understand the highlights of and reaction to the visit during the Popes stay.

“The goal of the #GoodIsWinning campaign is to not only engage young people with faith and social justice issues, but to use communication channels to better understand what does and doesnt matter to them, providing one more tool for the Church to better connect with this very important audience,” said Kathleen Hessert, founder and CEO of Sports Media Challenge.

“The idea is to know, not guess, at what is relevant and how key issues are viewed by the largest generation in the world today. To gain these insights, we needed a robust social management platform that went beyond simply monitoring social conversations.”