Situation:

Charity fund “Tabletochki, which helps children suffering from oncological diseases, annually conducts certain activity confined to International Children`s Day.

Brief:

Our task was to come up with an idea that will stimulate donations to the fund without any additional expenses on advertising.

Objective:

Boost the amount of donations in comparison to previous months.

We decided to create a way for person to show off and preserve his image as noble, as his intensions. We targeted both current (existing followers of Tabletochki FB page up to create momentum) and new (adopters of the flashmob) audience. We picked UGC in social networks as our main communication channel, because people tend to give their feedback there much faster than in other channels. Another reason for that was our budget limitations.

We created concept of viral flashmob activity for users of Facebook and Instagram called #MoneyCanChallenge¹.

Here is how it goes:

1) Participant picks up a bank-note, which he is ready to donate;

2) He folds it in half and combines his face with the portrait on it;

3) He makes a photo and posts it on his social network;

4) He mentions number of friends in his post, saying he will send equivalent of money from the photo the charity fund, if at least one out of them passes the challenge forward.

We set off the day before International Children`s Day, starting from the employees of agency and fund, spreading it to our friends and further on.

We picked UGC in social networks as our main communication channel, because people tend to give their feedback there much faster than in other channels. Another reason for that was our budget limitations.

We managed to gathered 400 000 hryvnas for fund`s needs. Though it wasn`t planned, activity kept going on and on. Bloggers, famous politicians, public personalities, small and medium businesses, even nationwide companies joined the flashmob. We received 150% donation growth in comparison to previous month.

Targeted audience outreach in internet – 8 000 000

Facebook – 3 442 589

Instagram – 262 368

Sites & Blogs – 4 438 717

Articles on the case in national printed and TV media.

Total coverage: 20 000 000 people.