International Women's Day DM FACELESS FACEBOOK PROFILES by Acw Grey Tel-Aviv

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Industry Charities, Foundations, Volunteers, Against violence
Media Direct marketing
Market Israel
Agency Acw Grey Tel-Aviv
Executive Creative Director Yonatan Stirin
Creative Director Shani Gershi, Amir Ariely
Art Director Asaf Levi
Account Supervisor Shiri Shiffer
Released March 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Agency: ACW GREY
Date of First Appearance: Mar 4 2010 12:00AM
Entrant Company: ACW GREY , Tel Aviv, ISRAEL
Entry URL:
Executive Creative Director: Yonatan Stirin (ACW GREY)
Creative Director: Shani Gershi (ACW GREY)
Creative Director: Amir Ariely (ACW GREY)
Art Director: Asaf Levi (ACW GREY)
Account Manager: Dani Brande (ACW GREY)
Account Supervisor: Shiri Shiffer (ACW GREY)
Account Executive: Galit Ben-Yehuda (ACW GREY)
Media placement: Email - Email - 3 March 2010
Media placement: Facebook Group - Facebook - 4 March 2010

Describe the brief/objective of the direct campaign.
A week before International Women's Day which takes place on March 8th, and without any budget, we were asked to create a campaign that will create attention and raise awareness to the N.O. organization – which fights domestic violence, maintains a 24 hour helpline and gives shelter to women and their children. With no budget, we wanted to spread the helpline number to as many people as we could, knowing that for a small organization with no means, any exposure would be better than nothing.

Explain why the creative execution was relevant to the product or service.
Without any budget, sending out an email was the cheapest way to reach people, which we hoped would change their Facebook profile photo or forward the email to their friends, thus reaching both those who use Facebook and those who don't.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
4 days before Women's Day, we sent out an email which asked people to change their Facebook profile photo on Women's Day, to an attached photo – which was a female version of the silhouette used as Facebook's default photo – as a solidarity act to support all women who suffer violance and can't show their faces because of their bruises. Within the photo appeared the message 'For the women who can't show their faces' along with the N.O. Organization logo and website address, and a link to a Facebook group and event for changing the profile photo.

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.
Within just 4 days, 150 people joined the Facebook group and changed their photos, exposing our message to approximately 30,000 of their friends! Many others changed their Facebook photos without joining and forwarded the email, spreading our message even more. Due to the success, we intend to repeat the campaign annually. And that's out of a single email, in just 4 days and for a $0 budget!