Title	HELP FOR HELP
Brand	STIFTUNG MENSCHEN FÜR MENSCHEN
Product/Service	ETHIOPIAN AID
Category	D01. Data Strategy
Entrant	BBDO Berlin, GERMANY
Idea Creation	BBDO Berlin, GERMANY
Production	LOVESTONE FILM Berlin, GERMANY

Name	Company	Position
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 Direct?

HelpforHelp is a digital campaign that lives on social platforms such as YouTube, Instagram and Facebook. The case encourages direct interaction between brand and user - with the aim to raise awareness for the charity organization - especially with the younger target group - as well as encourage donations with a clear call-to-action.

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 fuer Menschen (German for 'humans for humans') suggests. The secondary campaign objective was to increase online donations.

Describe the creative idea

Menschen für Menschen believe, as their name ‘humans for humans’ already suggests, that as equals we should all help each other more. It’s never been easier to find and to give help than today - thanks to the internet. MfM uses this to turn the tables with 'Help for Help': a charity campaign that instead of just asking potential donors for help, offers it to them: Ethiopians in need help us with the exact everyday problems we search for on YouTube and Social Media. In overall so-called 'Helptorial' videos Ethiopians give personal advice & useful tips. Topics include cooking, DIY, fitness, beauty and relationship advice. At the end of each Helptorial viewers can help Ethiopians back – with a donation.

Describe the strategy

For our 'Helptorials' to be as helpful as possible, they had to be tailored to our target group’s interests. The researched data determined the content created: We identified users demographically most likely to donate: 25+, academic degree & urban, segmented these into affinities like new parents etc. and researched topics these specific users search for most. 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 ensured highest relevance on all platforms: on Facebook and Instagram we used user data (interests & life events). On YouTube we hijacked adwords: e.g. if you search for “gluten free bread”, Dessie shows you how to bake it in a pre-roll of a related tutorial. This enhanced the campaign output as relevance resulted in positive user-brand-interaction: higher view-rates and greater willingness to donate.

Describe the execution

Our research yielded topics Germans search for online and Ethiopians could give advice on: Cooking, family, DIY, sports, etc. This resulted in 30 Helptorial-videos (between 30s-1.35 mins) in these categories that show Ethiopians – from shoeshiner Jonas to judge Abba Gadda – talking to the camera, giving viewers advice. 16/03/2018 they went live on YouTube (regular & pre-rolls), Facebook (sponsored & regular) & Instagram-Stories. We identified search, browsing behavior & device usage in order to assign the right media format and platform to each video. Interest-based targeting ensured users only saw Helptorials that answered the questions they may have. On Facebook and Instagram we used likes and life events e.g. birth of a child. On YouTube we hijacked regular tutorials by using adwords to place our 'Helptorials' as pre-rolls. E.g. if you search for 'gluten free bread', Dessie shows you how to bake it in front of a regular tutorial.

List the 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% Response rate: -864.000 FB impressions -595.000 total views -Which is an average view-increase on their YouTube channel of 1075% when compared to previous digital campaign, making Help for Help the client’s most successful online campaign. -With a 44% view rate on YouTube -Specific contextual interest-based targeting resulted in a high average amount of time people watched the content: the best performing videos were watched by 54% until the end.