Title | HELP FOR HELP |
Brand | STIFTUNG MENSCHEN FÜR MENSCHEN |
Product/Service | ETHIOPIAN AID |
Category |
A01. Data-enhanced Creativity |
Entrant
|
BBDO Berlin, GERMANY
|
Idea Creation
|
BBDO Berlin, GERMANY
|
Production
|
LOVESTONE FILM Berlin, GERMANY
|
Credits
Wolfgang Schneider |
BBDO Group Germany GmbH |
Chief Creative Officer |
Till Diestel |
BBDO Berlin GmbH |
Creative Managing Director |
Tobias Grimm |
BBDO Berlin GmbH |
Creative Managing Director |
Michael Schachtner |
BBDO Berlin GmbH |
Executive Creative Director |
Christofer Kümmerer |
BBDO Berlin GmbH |
Art Director |
Angelo Maia |
BBDO Berlin GmbH |
Art Director |
Elisa Heinrich |
BBDO Berlin GmbH |
Art Director |
Fabio Straccia |
BBDO Berlin GmbH |
Copywriter |
Dany Rothemund |
BBDO Berlin GmbH |
Copywriter |
Franzis Heusel |
BBDO Berlin GmbH |
Managing Director |
Jan Savelsberg |
BBDO Berlin GmbH |
Account Manager |
Steffen Gentis |
BBDO Group Germany GmbH |
Chief Production Officer |
Silke Rochow, Allison Markert, Alexander Geier |
BBDO Berlin GmbH |
Agency Producer |
Johannes von Liebenstein, Sophie Karsten |
Lovestone Film |
Producer |
Niklas Olscha |
Lovestone Film |
Music/Sound Design |
- |
CraftWork - a brand of ad agencyservices GmbH |
Post-Production Company |
- |
Studio Funk GmbH & Co. KG |
Audio Production House |
Benjamin Kahlmeyer |
- |
Director / Director Of Photography |
Jan Hartmann |
Lovestone Film |
Colorist |
Anne Goldbaum |
Lovestone Film |
Editor |
Till Markull |
CraftWork - a brand of ad agencyservices GmbH |
Editor |
Abinet Shiferaw |
- |
Casting |
Why is this work relevant for Creative Data?
The unconventional charity campaign 'HelpforHelp”' turns the tables: Ethiopians in need help Germans in so-called 'Helptorials' with the problems they search for online.
Which is why the campaign is based on creative data: We identified problems Germans search for on social media the most and matched these with other data: areas Ethiopians could give advice on. To later create our content (Helptorials) based on our findings.
In the next step, user data was used to achieve contextual interest-based targeting to make sure viewers only saw Helptorials actually relevant and thus, helpful to them.
Background
The small German charity organization Menschen für Menschen, founded by German actor Karlheinz Böhm, focuses on development aid in rural Ethiopia. In the past, the organization was mainly known for its famous founder. Today, three years after his passing, the organization is increasingly falling into oblivion - especially with the younger target group.
Therefore, we had to raise awareness for the charity independent from its founder - with a limited media and production budget. And what would be a better place to reach the younger target group than where they spend most of their time: online.
Additionally, we had to make known that Menschen für Menschen isn’t just any charity organization, but distinguishes itself by communication on eye-level, as their name Menschen für Menschen (German for 'humans for humans') suggests.
The secondary campaign objective was to increase online donations.
Describe the idea/data solution
MfM believe that as equals we should all help each other more. Thanks to the internet that’s never been easier: Anyone can search for or upload tutorials on pretty much anything.
MfM uses this for a charity campaign that turns the tables - instead of just asking for help, it offers help to potential donors: Ethiopians help us with the problems we search for on Youtube, Facebook and Instagram with personal tips and advice in online videos called 'Helptorials'.
We identified topics Germans search the most and matched this with areas Ethiopians could give advice on: Cooking, family, DIY, sports, life advice, beauty. We then created content based on these findings: in overall 30 'Helptorials' in those 6 categories Ethiopians give personal advice.
To make sure every Helptorial was actually helpful, each video had to be targeted at the right audience, where they look for answers.
This was ensured with contextual interest-based targeting on all platforms:
- based on search behavior on YouTube (by hijacking ad words to place Helptorials as pre-rolls to related tutorials)
- and based on interests (FB + IG) and life events (FB)
At the end of each Helptorial viewers could help Ethiopians back –with donation.
Describe the data driven strategy
In order to show we should all help each other more, we decided to do just that - by offering help to potential donors where they seek it most: online. Which was also the best place to reach a younger audience.
For 'Helptorials' to actually be helpful, they had to answer the right questions.
So we tailored our content to our target groups using their data:
We identified users demographically most likely to donate in Germany: 25+, academic degree & urban. Then segmented these further into different affinities like new parents, new job etc.
We researched topics these exact users search for most, crossing this data with areas Ethiopians could give advice on.
The result: 30 Helptorials in 6 categories where users looked for answers: YouTube, Facebook and Instagram.
An interest-based targeting strategy ensured highest user-content-relevance.
On Facebook and Instagram we used interests and life events.
On YouTube we used adwords to hijack regular tutorials. If you search for 'gluten free bread”' farmer Dessie shows you how to bake it in a pre-roll of a related tutorial.
We identified search, browsing behavior & device usage in order to assign the right media format and platform to each video.
Describe the creative use of data, or how the data enhanced the creative output
The researched data determined the content we created by making it more relevant: we tailored the 'Helptorials' to our target audience, their interests and search behavior.
To do so, we first identified users demographically most likely to donate: 25+, academic degree & urban. Then segmented these into different affinities like new parents, new job etc. And researched topics these specific users search for most.
The resulting data was crossed with field research results: face-to-face interviews determined areas Ethiopians could give advice on. This yielded 6 Helptorial-topics (cooking, family, DIY, sports, life advice, beauty).
Contextual interest-based targeting (using user data) ensured highest relevance on all platforms: on Facebook and Instagram we used interests & life events. On YouTube we hijacked adwords: e.g. if you searched for 'gluten free bread', Dessie shows you how to bake it in a pre-roll of a related tutorial.
List the data driven results
In the campaign period we achieved the following:
Business impact and achievement against the business target of reach (especially with the younger target group) & site traffic:
- Donation-Site traffic increased by 1566%
- Facebook Page Visits increased by 664%
- Facebook Content Likes increased by 319%
- Facebook Page Likes increased by 304%
Reach:
- 864.000 FB impressions
- 595.000 total views
- Which is an average view-increase on the MfM YouTube channel of 1075% when compared to previous digital campaign, making Help for Help the client’s most successful online campaign.
Data enhanced consumer experience:
- By using the data of our target group to specifically tailor our content towards them, resulted in a good view rate and an extensive watch-time.
- The best videos (pre-rolls) were watched by 54% until the end.
-With a 44% view rate on YouTube.