909.agency - #SuntSuperDonator

Category: Best Digital PR Campaign

Client: HOSPICE Casa Speranței

Year / Domain / Status: 2018 / ONG / Shortlisted

Strategy description:

We created a special platform superdonatori.ro and an influencer marketing campaign that goes with it, in order to find Superheroes to help us save the day, and more importantly teach people that they too can become Superheroes if they use their most important superpower: Giving. The superdonatori.ro is an online charity shop where people can donate objects, or buy objects donated by others. All resulting funds go to HOSPICE Casa Speranței and are used in order to provide palliative care to terminally ill patients. The #SuntSuperDonator (I am a Super Giver) campaign set out to accomplish some pretty important goals: promote the superdonatori.ro platform, raise money for the foundation, and teach Romanians that they have the power to make a difference in someone’s life. Influencer marketing is one of the best options when you want to change behaviors and teach people new ones. Who else could better explain that clinging to things is obsolete, than the people we normally look up to: influencers, sports superstars, writers, musicians and celebrities. The challenge was to reach as many influencers with zero budget. So, we decided to play tag you’re it with our influencers. Each influencer who entered the campaign agreed to post a video presenting the object they were donating and to nominate / tag another celebrity friend to join our campaign. The campaign snowballed gradually as more and more celebrities were eager to give and use the #SuntSuperDonator hashtag on their channels. Storytelling helped us maximize our campaign’s impact. We asked influencers to choose an object with a special significance and share its story, thus showing that caring for those in need is more important than any material goods and encouraging potential buyers to explore the superdonatori.ro platform in search of some really valuable, sometimes collectable items.

Execution:

The #SuntSuperDonator campaign was a digital only PR campaign with real world impact. We used our owned Facebook account and created a complete story by sharing the content influencers generated for our campaign. Influencers posted on their own channel, thus maximizing impact and reach, spreading awareness about the superdonatori.ro platform to a wider audience. In addition, we created visuals and messages that complemented the influencer posts, teaching Facebook users more about our mission and their own superpowers.

Case visual: