Category: Socila Media & Viral Marketing
Advertiser: I CARE
Product/Service: EMBEDDED BUTTON
Agency: DDB NEW YORK
Chief Creative Officer: Matt Eastwood (DDB NY)
Executive Creative Director: Menno Kluin (DDB NY)
Copywriter: Katie Riddle (DDB NY)
Art Director: Rachel Newell (DDB NY)
Art Director: Stacey Averbuch (DDB NY)
Director Of Digital Strategy And Production: Paul Sundue (DDB NY)
Developer: Tony Seing (DDB NY)
Producer: Teri Altman (DDB NY)
Senior Broadcast Designer: Rick Sabatini (DDB NY)
Editor: Chris Bonanni (DDB NY)
Digital Producer: Audrey Aloi (DDB NY)
Motion Graphics Artist: Pablo Carrasco (DDB NY)
Developer: Dan Miller (DDB NY)
Media placement: Embedded Button - Icare-Movement.com - 28 March 2012
Media placement: Website - Http://voices.mtv.co.uk/ - 28 March 2012
Describe the brief/objective of the direct campaign.
To satisfy a digital need Facebook’s ‘like’ button wasn’t meeting.
People online were expressing that they care about topics, issues, natural disasters and charities just not in a simple, easy and sharable way.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The I Care button. A sharable tool that allows people to show support online when ‘like’ isn’t the right word.
The I Care button's outreach campaign was driven by a viral grassroots push. Nowhere did we use traditional media to gain traction for our button. Instead, we launched this new button in conjunction with MTV Voices social blog. Those who follow the MTV blogs were able to see this and then spread it through social networks getting thousands of unique Facebook shares, tweets and even Facebook 'likes'. It was also picked up by Huffington Post, Creativity, Fast Company, Inside Facebook and countless blogs.
This way, rather than telling consumers to care about us, we wanted to let them spread the I Care button by sharing what they truly care about.
Explain why the creative execution was relevant to the product or service.
The creative solution is the service/product. We created an open-platform website that gives users access to the button’s embedding code. It’s available at www.icare-movement.com for any individual, company or organisation to copy and place on their own site. Once a site has the button, visitors can click to raise awareness for topics they care about.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Within 24 hours of launching with MTV Voices, the I Care button received over 275,000 digital impressions, 30,000 site visits, and over 100 users signing up to get the embedded code.
And that's only the beginning. The button's potential reach online is exponential with the possibility of being on countless sites worldwide.