Justice And Care (J&C) Digital, Case study Gone Girl [image] by Facebook Creative Shop

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Gone Girl [image]

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Industry Human Rights
Media Digital, Interactive & Mobile, Case study
Market United Kingdom, United States, India
Agency Facebook Creative Shop
Chief Creative Officer Mark D'arcy
Released December 2016

Awards

Spikes Asia 2017
Mobile Social For Mobile Bronze Spike

Credits & Description

Client: Tbd
Agency: Facebook Creative Shop Singapore, Singapore
Entrant: Facebook Creative Shop Singapore, Singapore
Idea Creation: Facebook Creative Shop Singapore, Singapore
Chief Creative Officer: Mark Darcy (Facebook Creative Shop)
Facebook Creative Shop Regional Director Apac: Fergus Ohare (Creative Shop Studio)
Head Of Creative Shop India And Global Accounts: Julia Kalia (Facebook Creative Shop)
Creative Strategist: Ram Cobain (Facebook Creative Shop)
Executive Producer: Ruchi Shah (Like Minded People)
Producer: Kedhhar Barve (Like Minded People)
Director: Piyush Raghani (Like Minded People)
Director Of Photography: Deepti Gupta (Like Minded People)
Social Media URL: https://www.facebook.com/Justi...
Describe the campaign/entry:
The ephemeral nature of Instagram Stories was used to dramatize the criticality of the first 24 hours.
We showed the journey of a victim counting down in real time over 24 hours.
As time passed, the chances of her getting rescued grew slimmer.
And at the end of 24 hours, both she and her Instagram Story, were gone.
Creative Execution:
We had a very modest budget, and so we gathered data on the cities historically positive of fundraising, and targeted London, New York and 3 cities in India; New Delhi, Mumbai and Bangalore.
We implemented it from April 13th to April 25th and placed it across Instagram feed, Instagram stories, Facebook Newsfeed - Mobile & Desktop to reach 8M users, with 18M impressions and an average frequency 2.2. We used IG stories to tell a powerful and emotional story. This was specially created for mobile social media using best practices plus incredible targeting to make the most impact even on a very tiny media budget
The ‘Gone Girls’ campaign reached 8 million people with 18 million impressions in under two weeks. Click-through-rates peaked at 2.27% - way above the average of 1.5%. The campaign received a staggering relevance score of 8+ which means, the campaign resonated deeply with the viewers. Completion Rates were extremely high at 72% and there was a total of 4,578,718 page engagements (likes & comments on page due to the ad). ‘Gone Girls’ also received an astounding 40000 link clicks, a never-seen before number. The ads received over hundreds of moving comments. Most importantly, over x percent more people have volunteered their support and time with Justice and Care. All of which goes to prove that while the story of a single girl that ran for 24 hours may disappear, its impact will stay in minds and hearts for a long, long time. You can help donate at (link)
The ephemeral nature of Instagram Stories was used to dramatize the criticality of the first 24 hours. Instead of focusing on the ‘bigness’ of the problem, we told the story of a single girl who would be gone forever. We showed the journey of a single victim counting down in real time over 24 hours. And thereby humanized and personalized the horror through her ordeal. As time passed, the chances of her getting rescued grew slimmer. And at the end of 24 hours, both she and her Instagram Story, were gone forever.
A full suite of ‘made for mobile’ ads was served simultaneously across both Facebook and Instagram feeds, to help people discover the Instagram Stories. People who had engaged with the stories or raised funds were re-targeted to thank them for making a difference and to inspire others to step forward.