The idea is to create content that the consumer is looking for, in this case a vegetarian recipe in the form of a tutorial: How to make Mafe, an exotic recipe from Senegal. The tutorial have a surprise effect that catches the viewer unawares. The protagonists of the video present the ingredients, and then when they play cooking they have to leave the village to look for drinking water because where they live there is no way to get it. In this way the recipe happens to become a video of 3 hours of real duration. The viewer can interact with the video and skip the 3 hours waiting to continue with the recipe or help to alleviate the problem with a donation or leaving his signature.

Video tutorials are the new boom in the digital world. The searches of Tutorials or videos "How to" are still today one of the most searched content on the Internet, in fact grow 70% each year. And the most searched themes according to Google are "Home Improvement", "Beauty" followed by "Recipes", and among these contents the recipes are one of the themes that fit perfectly in our strategy.

We developed a vegetarian recipe in a video tutorial format that was implemented in Facebook and Youtube according to the searches and the selected profiles.

+20 Million impressions only in the World Water Day (March 22th)

Wide National coverage.

540% increase in Oxfam Intermón conversations.

The recruitment of members is at a rate 50% higher than last year.

And the collection of new data on possible partners in our database exceeds 60% compared to the previous season

The campaign is still running.