Change the Present is a global not-for-profit that functions a lot like Amazon. Working with global agency StrawberryFrog, Change The Present has developd an international social media campaign that uses everything from Facebook apps to viral to TV advertising to drive home the idea that this Valentine's Day, you should change the present to gifts that are meaningful.
See the videos here.
Jan 30 – The nonprofit ChangingThePresent.org seeks to make the world a better place by connecting Valentine day gift-givers with 350 non-profit organizations offering 1,600 gifts and a universe of 500,000 registered philanthropic organizations from around the world.
The two: 30 spots spoof traditional Valentine commercials, replacing gifts like bow-topped cars with a sheep adorned by a big red ribbon (supports the Heifer Project International), and a beautiful jewelry box containing a polio vaccine (UNICEF).
Robert Tolmach CEO of ChangingThePresent says:
“We have been consistently floored by the consummate caliber of the Frogs' work. To say that they have exceeded our expectations would be an extreme understatement. Every aspect of their efforts and our resultant campaign reflect the infectious passion, best-in-class creativity and searingly intelligent strategy that drive the highly coordinated work of their entire team. They are mobilizing our mission to make charitable gifts part of the landscape of universal gift giving. Creating a new social norm is no small undertaking, but StrawberryFrog immediately saw the possibilities and on the spot developed the seeds for a campaign with a bigger impact than we could have hoped for. Now ChangingThePresent.org has a comprehensive brand identity and site design; a web campaign that is turning heads, and a TV advertising campaign that completely transcends the clutter of standard nonprofit communications.The needle is starting to move in a very real way; and rather than feeling that we have a world-class AOR; we feel that we have a full family of exceptionally supportive and brilliant co-conspirators. Their work is so strong that we are inspired to push even harder ourselves to accelerate bringing our shared vision into a full-blown reality. It is an honor to be building this movement together.”
Results already
Robert continues:
"Since the new site was launched and the digital campaign in late 2008, traffic to ChangingThePresent.org (http://www.changingthepresent.org), website has increased more than 10-fold each month. Since November site traffic has increased over five-fold or more. For example, website traffic on January 12, 2009 was 76,563 UVs as compared to the same day in 2008’s 6,787 UVs, a 7-fold increase. Yesterday (Jan. 12), in what is traditionally the January doldrums for retailers and charities, we hit three times that, or 76,563."
The two: 30 spots spoof traditional Valentine commercials, replacing gifts like bow-topped cars with a sheep adorned by a big red ribbon (supports the Heifer Project International), and a beautiful jewelry box containing a polio vaccine (UNICEF).
Robert Tolmach CEO of ChangingThePresent says:
“We have been consistently floored by the consummate caliber of the Frogs' work. To say that they have exceeded our expectations would be an extreme understatement. Every aspect of their efforts and our resultant campaign reflect the infectious passion, best-in-class creativity and searingly intelligent strategy that drive the highly coordinated work of their entire team. They are mobilizing our mission to make charitable gifts part of the landscape of universal gift giving. Creating a new social norm is no small undertaking, but StrawberryFrog immediately saw the possibilities and on the spot developed the seeds for a campaign with a bigger impact than we could have hoped for. Now ChangingThePresent.org has a comprehensive brand identity and site design; a web campaign that is turning heads, and a TV advertising campaign that completely transcends the clutter of standard nonprofit communications.The needle is starting to move in a very real way; and rather than feeling that we have a world-class AOR; we feel that we have a full family of exceptionally supportive and brilliant co-conspirators. Their work is so strong that we are inspired to push even harder ourselves to accelerate bringing our shared vision into a full-blown reality. It is an honor to be building this movement together.”
Results already
Robert continues:
"Since the new site was launched and the digital campaign in late 2008, traffic to ChangingThePresent.org (http://www.changingthepresent.org), website has increased more than 10-fold each month. Since November site traffic has increased over five-fold or more. For example, website traffic on January 12, 2009 was 76,563 UVs as compared to the same day in 2008’s 6,787 UVs, a 7-fold increase. Yesterday (Jan. 12), in what is traditionally the January doldrums for retailers and charities, we hit three times that, or 76,563."
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