TURNING RELIGIOUS FASTING INTO A DONATION TOOL.

We launched a new kind of donation tool designed as a virtual restaurant with an unique concept: since when you fast, you save money, therefore we asked people to donate those disposable money. You just chose the dishes you skipped on our website and their value became your donation.

Our campaign occurred for one month, exactly during Christmas fasting period. ( 17.11.2016-24.12.2016).

The core of communication was “The meaning of fasting” online platform endorsed by Facebook content.

A consistent pro-bono online amplification was created by various bloggers, influencers and public personalities who develop their own videos about the real meaning of fasting.

Celebrities, bloggers and journalists joined the cause and, in just a couple of weeks, with NO BUDGET at all, 32410 Lei got donated: the equivalent of 1455 main courses, 126 drinks and 645 deserts. And we’re just getting started! Because, luckily, Romania has over 120 days of fasting every year.

More than 10 000 people followed us on Facebook and we doubled the fan base Engagement rate 637% (no, we didn’t miss any comma). At the end of the campaign the page reached more than 1 million people.

During campaign, our website registered 13 000 unique visitors that generated more than 15 300 sessions.