The mechanism was simple. We created an official donation page on facebook. Just click the ‘LIKE’ button, and viola, your good deed for the day is done. For every ‘LIKE’ Surf Excel donated INR 11 worth of products to the NGO partners in the campaign. All the partner NGOs support underprivileged children. Additional interactive elements were added with people being able to display badges showing their support to the campaign on their profile pages. Audiences also commented, posted, liked, and shared, creating a big viral effect.Here was the simplest way to contribute to the betterment of children. Just LIKE & DONATE. The simple LIKE button on facebook became a powerful instrument of starting a big movement in society.

The online activity was an instant success with the audience200,000 new fans added over 4 weeks leading to greater donations and more talk about our campaign.Donations worth INR 2,019,523 collectedCampaign contributed to spontaneous awareness in the geography jumped up from 0% to 17%..

Total brand awareness jumped up by over 47%The campaign has made it to the coveted ‘Facebook Studio: Hall of Fame’. Surf Excel is the only FMCG brand from India to have made it to this list.In the end a simple ‘Like’ button had changed many lives!