SHARE IF YOU CARE by Mortierbrigade Brussels for Belgian Consortium For Emergency Aid

SHARE IF YOU CARE

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Belgium
Agency Mortierbrigade Brussels
Creative Sebastien Devalck, Arnaud Pitz
Client Service Director Veerle Devos
Released December 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: BELGIAN CONSORTIUM FOR EMERGENCY AID
Product/Service: CHARITY
Agency: MORTIERBRIGADE
Date of First Appearance: Dec 1 2010
Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM
Creative Directors: Jens Mortier/Joost Berends/Philippe Deceuster (Mortierbrigade)
Creative: Arnaud Pitz (Mortierbrigade)
Creative: Sebastien Devalck (Mortierbrigade)
Digital: Laurent Dochy (Mortierbrigade)
Digital: Mathieu Michaux (Mortierbrigade)
Strategy Director: Stephanie Zimmermann (Mortierbrigade)
Client Service Director: Veerle Devos (Mortierbrigade)
Communication Manager: Paul Delbar (Consortium)
Media placement: Facebook Application - Facebook - September 2010

Describe the brief/objective of the direct campaign.
The Belgian Consortium for Emergency Relief, representing Unicef, Caritas, Handicap International, Oxfam and others, asked us to create a direct campaign to collect money for the causes they support.
There is a certain fatigue and overload of fundraising via the traditional media, as most campaigns sort of look alike. And it is as if people don’t care anymore.
So our strategy was to look for something completely new.
And with a direct response given the urgency.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed ‘Share if you care’, a direct, simple and modern facebook fundraising tool. Every time people used the ‘share’ application on facebook, they could share money with a specific good cause. Banners on Facebook directed users to the application.

Explain why the creative execution was relevant to the product or service.
About 500 million people use facebook to share stuff. So we used this social medium to socially engage people.
We made helping easy for them: by just a simple click they can share a small amount (0,15 eurocent)
So more people were more willing to participate.

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.
‘Share if you care’ was used for the first time after the flood in Pakistan in September 2010.

The application was used 341.054 times.

‘Share if you care’ helped to raise 3,4 million euro in Belgium alone.