We chose Kickstarter as the core of our idea – its users reflecting Wine to Water’s younger, digitally savvy target - and launched the Miracle Machine as a crowd-funding project. To circumvent Kickstarter's stringent approval process before allowing a project to go live, we shared a 'preview-only' link to our Kickstarter page across social platforms. Within days, the story went viral worldwide, with 600 million media impressions. People were desperate to invest. Then, just as interest peaked, we came clean: the true miracle was not turning water into wine, but turning wine into water, thanks to the charity’s work.

7,000 people signed up, expressing interest in crowd-funding the Miracle Machine via Kickstarter

The resulting buzz generated lead to:

• 300,000+ people watched the Miracle Machine video

• 1 billion media impressions

• 92% of post-reveal coverage included a mention of Wine to Water /link to its website.

• Visits to charity website rose 142%.

• Donations rose 21% in the 12 days leading to World Water Day, compared with the previous 12 days.

• As a result of donations made during this time, the charity can provide life-saving clean water to an additional 6,000 people for the next year