Title	ALL I WANT FOR CHRISTMAS IS A GOAT
Brand	ACTIONAID
Product/Service	ACTIONAID CHRISTMAS GOAT
Category	A07. Charities, Public Health & Safety, Public Awareness Messages
Entrant	WENDERFALCK Stockholm, SWEDEN
Idea Creation	WENDERFALCK Stockholm, SWEDEN
PR	WENDERFALCK Stockholm, SWEDEN
Production	WENDERFALCK Stockholm, SWEDEN

Name	Company	Position
Petter Rudwall	Wenderfalck	CD
Didrik Persson	Wenderfalck	Creative
Linn Petrén	Wenderfalck	KAM
Greta Rönneskog	Wenderfalck	AD
Daniela Westmark	Wenderfalck	Assistans
Benjamin Brodin	Wenderfalck	Project Manager
Maria Hansson	Wenderfalck	PR
Dolores Jansson	Wenderfalck	Assistant
Carl Cerstrand	Cerstrand productions	Music producer
Miriam Isaksson	ActionAid	Head of Fundraising ActionAid Sweden
Sara Hjelm	ActionAid	Communications manager ActionAid Sweden
Martin Kjellqvist	ActionAid	Communications manager ActionAid Sweden

The Campaign

The idea was to use the characteristic screams of the goats and mixed this with traditional Christmas music, to create the weirdest, yet the most important, music album of Christmas 2015. The album was distributed on all major streaming services where all the income from streams and sales etc. went directly to ActionAid. Music videos and a trailer was created as content for distribution towards media and also to facilitate a viral effect.

Execution

The music album was released on all major streaming services (iTunes, Spotify, Amazon etc.), in the beginning of December. All the income from streams and sales went directly to ActionAid. Simultaneously, the main trailer that "sold" the music was released on YouTube. During december, the media is very receptive for Christmas music, which made this story extra interesting for them. Top tier media was pitched, which created a snowball effect that generated the unbelievable attention.

Without any media budget, we managed to create an amazing global success! The campaign was a viral global success that created an estimated reach of over 700 million impressions, with a minimal total budget of 7 000$ and $0 in media budget. The music has been shared well over 500 000 times on social media and has over 2.6 million views on YouTube. The music toped Spotify's "Viral top 50" list for two weeks, during a time where every artist is releasing music. The visits to ActionAid’s webhop hit a record and sales increased with 41% from the previous year, which is the largest increase in sales ever. These results made the campaign the most successful one in ActionAid’s history.

The Situation

By mixing ActionAid's heroes of poverty, the goats, with famous Christmas music, we created the best campaign in the entire history of ActionAid. With a total campaign budget of 8 000 dollars, the campaign generated a reach of over 700 000 000 impressions with no media budget. All earned media generated a sales increase of 41%. Also, the music album went viral and ranked number #1 at the Spotify-list "Viral 50" in a time where all major artist released new music. E.g the article at Mashable was shared almost 100 000 times, which really highlights the power of PR!

The Strategy

Target audience was a younger crowd, compared to those who usually donates to ActionAid during Christmas. Aged 20-32, medium to high income, tech-savy and internet heavy. Target media was top tier international media, such as Mashable and Huffington Post etc. After these media had made the story, we used that coverage to pitch tier two media etc. American morning TV and radio shows were pitched at the same time, creating a massive presence of ActionAid and the music in earned media. We offered 1on1 interviews with key spokes person at ActionAid.