Doctors Without Borders/ MSF Case study DONATE YOUR STATUS by Hjaltelin Stahl

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Industry Charities, Foundations, Volunteers
Media Case study
Market Denmark
Agency Hjaltelin Stahl
Creative Director Nicolai Stahl
Art Director Signe Skovgård Bahrt
Copywriter Rikke Jakobsen
Digital Creative Director Martin Mohr
Released May 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: CHARITY
Date of First Appearance: May 28 2010
Entrant Company: HJALTELIN STAHL & CO., Copenhagen, DENMARK
Entry URL:
Digital Director: Thomas Adamsen (Hjaltelin Stahl & Co)
Copywriter: Rikke Jakobsen (Hjaltelin Stahl & Co)
Art Director: Signe Skovgård Bahrt (Hjaltelin Stahl & Co)
Digital Creative Director: Martin Mohr (Hjaltelin Stahl & Co)
Digital Project Manager: Mark Hoppe (Hjaltelin Stahl & Co)
Account Director: Maja Hartmann (Hjaltelin Stahl & Co)
Project Manager: Pia Jønsson (Hjaltelin Stahl & Co)
Creative Director: Nicolai Stahl (Hjaltelin Stahl & Co)
Media placement: Facebook Application - Facebook - 28.05.2010

Describe the brief/objective of the direct campaign.
The campaign was an awareness campaign that aimed to raise awareness of the forgotten disaster in Southern Sudan among the Danish target group, communicate Doctors Without Borders as the sender of the campaign (get economical contributions to the campaign) and test the use of social medias as a platform for campaigns.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To raise awareness among the Danish population the campaign consisted of a Facebook application where you could donate your Facebook status line to Doctors Without Borders for a period of 5 days. We kickstarted the campaign only by letting the team at the agency and the marketing team at Doctors without Borders in Copenhagen install the Facebook application themselves. After signing up all your Facebook connections would twice a day be exposed to prewritten messages from Doctors Without Borders.
The target group of this campaign was Danish adults in the age of 45+ years, primarily women with a modern community-oriented profile.

Explain why the creative execution was relevant to the product or service.
The media choice and execution form was an insight in itself: Our target-group is the fastest growing on Facebook - but uses Facebook for very superficial things such as what they intend to make for dinner. By making a campaign where the target-group could laugh a little of them self with status messages like "Today I will not bore you with what my latest shopping finds are, instead ....." or " I will not waste your time and tell about my newest purchase in a virtual farm game but ....", we could put focus on a case that really matters.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In less than a month more than 10,000 Facebook-users had installed the application and with an average of 200 Facebook-friends per user and two status updates daily for five days the campaign delivered more than 20 million exposures. With 20 million exposures the cost-per-exposure was less than 0.001 EUR. The number of donations rose during campaign period by over 36% compared with the number of donations during the 2009-campaign which did not include use of social media. The app linked to and the unique views index rose to index 232 compared to the year before.