Yuppiechef Promo, Case study TURNING TYPOS INTO CHARITY

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: YUPPIECHEF
Product/Service: SOIL FOR LIFE
Client Service: Alexia Grigoratos (Hello World Agency)
Media Manager: Sian Baily (Hello World Agency)
Chief Executive Officer: Danni Vos (Hello World Agency)
Executive Creative Director: Theo Ferreira (Hello World Agency)
Media placement: Press Releases - Sent To Media - 02 February 2010
Media placement: Internet - Website & Ransom - 02 February 2010
Media placement: Internet - Twitter - 02 February 2010
Media placement: Television Interview - CNBC - 03 February 2010

Summary of the Campaign
Idea/Challenge: Woolworths were running a Twitter campaign that drove everyone to their woolieslovebirds.co.za website, except a typo on their advertising had left the web address reading woolieslovebird.co.za Our client saw this and asked us how we could leverage this to raise funds for their NPO – Soil for Life. Strategy/Execution: We cunningly registered woolieslovebird.co.za and publicly held the website ransom, giving Woolworths until Valentine’s Day to pay up. Through viral and online channels we quickly generated immense interest in the drive. Results: In 14 days we raised R300,000 of publicity, and through donations from other major corporates that got involved (ie. Panasonic, Standard Bank) we raised R100,000 two hours before deadline.

The Goal
Reach R 100,000 of donations by 14 February. Use mediums that will spread the news fast and call people and corporation to get involved and donate. Get as many individuals and companies involved as possible by using online and social networking media. Raise the profile of our client, and their NPO by leveraging off this once in a lifetime opportunity.


R100,000 ransom for the Soil for Life charity was raised in 14 days. R300,000 worth of media coverage was obtained in 14 days. The campaign featured heavily online, and had a strong presence in the press. Huge multi-national corporations (besides from Woolworths) got involved and donated as a result of the coverage we generated. This included Panasonic, Standard Back etc.

As this was a reactive idea, the media strategy had VERY short lead times (aka a day). First off we registered the website and uploaded our ransom note for all to see. We then disseminated press releases with links to the ransom note. The press release included ransom note and the Woolies in-store picture. This got the press involved. On the Yuppiechef website we created a Donate Now icon and explained the story. We secured interviews on TV (CNBC) press and radio, all of which built hype and interest.

The Situation
Woolworths were running a Twitter campaign for Valentines Day where people were asked to visit their website (woolieslovebirds.co.za) and tweet their love. Except a typo on all their advertising drove people to woolieslovebird.co.za (no 's'). This web address was unregistered and when people visited it all they saw was an error code. Our client, eager to get involved in the Woolies campaign, was one of the first people to experience the faulty website and realising what had happened called us to see how we could leverage this situation to raise funds for his NPO - Soil for Life.

The Strategy
To spread the story fast we planned to utilise mediums that would spread quickly. We created a viral campaign using digital / online media and radio. Our plan was to get the story to as many journalists as possible, and receive maximum exposure on television and print in return. Print was an important element as people would read the story then search the net and social networking platforms for validity. Considering that 1.3 mil of South Africans access social networking platforms like FB 2.2. times a day – we needed to include this element to spread the word. People would naturally go to the woolies site and then tweet after that. South Africans enjoy humor and honesty – by pushing social networking platforms we wanted to start conversations/spark interest/commentary. This would appeal to SA’s media as it makes the story more real and newsworthy.