CHRISMAS MIRACLE by PUBLICUM MEDIA for Uab Palink

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CHRISMAS MIRACLE

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Industry Retail, Distribution & Rental companies, Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Lithuania
Agency PUBLICUM MEDIA
Creative Director Arūnas Kemezys
Released November 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: UAB PALINK
Product/Service: SHOPPING CENTRE
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: PUBLICUM MEDIA, Vilnius , LITHUANIA
Entry URL: http://www.kaledustebuklas.lt/
Digital Account Manager: Regimantas Urbanas (Publicum Media)
Account Director: Darius Budzinauskas (Publicum Media)
Account Manager: Evelina Paukste (Publicum Media)
Creative Director: Arūnas Kemezys (Publicum Media)
Production Manager: Tomas Kacevicius (Kitoks.com)
Website Designer: Karolis Zukas (Universal McCann Lithuania)
Media placement: Internet Campaign - Internet Website - December 1, 2009

Results and Effectiveness
•More than 201,800 individuals participated in the project by either putting a banner on their blog, website or Facebook profile, or by pushing the “Donate” button on the banner. • 643 blogs, 771 websites and 2,988 Facebook users added a campaign banner! • A total of 649,000 clicks were generated on the banners. •The campaign site was visited more than 704,000 times. •More than 30,000 presents were bought for the children with huge coverage about the project across the media and loads of posts on the Internet.

Creative Execution
The idea was to launch a virtual donation mechanism within the biggest Lithuanian blogs and web portals in order to raise money for children’s Christmas presents. The solution was very simple - any blog/website owner would get a possibility to participate in the project by putting a unique campaign banner on his website. Each time someone clicked on the banner, the donation of 5 Lithuanian cents was made. All virtually donated money was actually covered by “IKI”. After the click everyone was transferred to the special project’s website, where the initiator of the campaign, total sum of donated money, list of purchased gifts and leaders (biggest donations collected) among all participants would be shown. Later on, the project was expanded to the Facebook platform, and even the physical “IKI” shopping centres, where people could also buy or bring their own toys and put in special campaign boxes.

Insights, Strategy & the Idea

“IKI”, one of the biggest retail chains in Lithuania, spends a considerable amount of money on various types of charities and runs one of the strongest social projects among all other Lithuanian retailers. But in order to make even more convincing social projects, involvement from the general public had to be included. Our main task was to create a concept of a new social project for the Christmas period, which would assure high publicity, make a deep emotional impact and involve the general public. We had to suggest a meaningful donation purpose by “IKI” and a smooth, simple participation mechanism, which would enable people to participate, directly influence the results of the campaign and generate word of mouth by spreading the message about the good “IKI” initiative among masses. A customer survey showed that all the issues concerning children and their problems seemed the most topical and important to people.