When the pandemic hit the Philippines, UNICEF's years of education work in helping underprivileged Filipino children catch up with the affluent was wiped out. Education was supposed … read moreto give these children hope for a better future, but available learning solutions during the pandemic like online classes has effectively discriminated public school children who can't afford gadgets.
Unilever decided to hold a their SHOP2GIVE fundraising sale again for UNICEF Philippines on LAZADA, the country's biggest e-Commerce site. But to promote this sale, an impactful campaign that will move people's hearts was needed as fundraising 4 months into the pandemic was already slowing down.
SOLUTION
We partnered with Facebook to maximize their recently acquired GIPHY platform and use moving GIPHYs capture donors' attention.
Each GIPHY was created specifically for Unilever's 33+ brands in the country, so that when they are applied to the actual products, the hopes of Filipino children are illustrated on the Unilever's iconic products.
Statements like "I hope to get back to school so I can still join the varsity team..." and "I hope I can still be the star of our school program..." were illustrated on products like St. Ives and Axe.
RESULTS
Just 12 hours into the sale, #SHOP2GIVEHOPE had already exceeded SHOP2GIVE 2019's sales. Ultimately, the campaign ended in 24 hours with revenues nearly doubling last year's.
read less...
