Fbi Promo, Case study ASK RICHARD by Naked Communications

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Australia
Agency Naked Communications
Designer Nick Sommer, Lionel Alphonse
Released May 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: FBI RADIO
Product/Service: RADIO STATION
Date of First Appearance: May 4 2009 12:00AM
Entry URL: https://www.askrichard.com.au
Founding Partner: Adam Ferrier (Naked Communications)
Communications Strategist: Glen Cassidy (Naked Communications)
Executive Ideas Director: Paul Swann (Naked Communications)
Designer: Nick Sommer (Naked Communications)
Designer: Lionel Alphonse (Naked Communications)
Managing Director: Myfwany McGregor (Frank PR)
General Manager: Evan Kaldor (FBi)
Station director: Meagan Loader (FBi)
Media placement: Internal Launch - FBi Station Meeting (150 Attendee's) - 16th April 2009
Media placement: Website Launched - Askrichard.com.au - 4th Of May 2009
Media placement: PR Burst (Social Media) - Facebook, Twitter,Myspace, Blogs - Crikey, Pedestrian, OMG Emily, Two-Thousand, - 4th Of May 2009
Media placement: Radio Launch - (Mid Weight) - FBi Radio - 4th Of May 2009
Media placement: Televised Flash Mob - Channel 7 - Sunrise Studios - 6th May 2009
Media placement: Public Contributions Start Amassing - ASkrichard.com.au, Seeded Through Connected FBi Networks - 8th May 20009
Media placement: Mainstream Media Amplify Via PR - Eg Sydney Morning Herald, TV Interviews, Online News Portals - 15th May 2009
Media placement: Branson Twitter - Branson Twitters To Say He's Going To Call The Station - 27th May 2009
Media placement: Branson Phone Call (Live To Air) - FBi Radio - 15th June 2009
Media placement: Broadcast PR (Local / International) - Telegraph.co.uk, Usatoday.com, Burningpants.com - 15th June 2009 Onwards

Results and Effectiveness
As a direct result of ‘Ask Richard’ we saved our beloved FBi! Here are some of the results: • 800% increase in supporter contribution – ‘Ask Richard’ raised over $680,000 (previous campaigns only ever raised up to $80,000) • 1400% increase in member donations ($14,000 to $206,000), the remainder coming from more passive, richer donors • 100% increase in subscriptions • Generated an estimated $7.5 million worth of media from a $0 budget Undertaking a social media based strategy for the first time allowed us to raise over 6 times more funds than any other previous campaign drive run by FBi.

Creative Execution
We created a blog that housed the entries which was linked to effective social networks (YouTube, Facebook, MySpace, Twitter). The campaign launched with a flash mob and entries flooded in. Games were developed, songs written, cupcakes baked to get his attention, graffiti appeared, someone hacked into Branson’s Wikipedia. We used Twitter to reach influentials; YouTube to document incoming entries; and Facebook to spread the word to their friends. Branson twittered, called the station and donated a massive prize pool. This sent PR and social media into over-drive which had a flow on effect if wider mainstream media. The collective creativity of the passionate supporters ensured the donations flooded in and the campaign sustained momentum.

Insights, Strategy & the Idea
FBi Radio is an iconic, independent, Australian radio station based in Sydney. The financial crisis forced the station to the brink of closure, over $500,000 was needed to secure it. We had a $0 budget. FBi’s core audience is creative, passionate and like to be actively involved in FBi. They are in creative pursuits or have newly started creative jobs. Unfortunately, they are also cash poor and only 2% donate to the station. We needed to turn the fundraising model on its head and stop asking the passionate supporters for money. Instead we needed an idea that harnessed their passionate creative capital using it to generate awareness of the stations plight, “flushing out” more passive but potentially wealthier supporters. We asked passionate supporters not for money but for them all to ask an unsuspecting music loving billionaire for $1,000,000. Whoever unlocked the money got $50,000. Ask Richard was born.