HELP FOR HELP

ClientSTIFTUNG MENSCHEN FÜR MENSCHEN
Category G02. Low Budget / High Impact Campaign
TitleHELP FOR HELP
Product/ServiceETHIOPIAN AID
Entrant BBDO Berlin, GERMANY
Idea Creation BBDO Berlin, GERMANY
Production LOVESTONE FILM Berlin, GERMANY
Credits
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

Provide budget details

The overall budget was 64.541,73 Euros for production and paid media to spread the campaign once it went live. Breakdown of costs: The production budget for the campaign was 55.000 Euros and the paid media budget available was 9.541,73 Euros: • 5374,35 for Facebook • 2170,55 for YouTube • 1996,83 for YouTube BL

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

In order to reach a younger audience, we needed a relevant online campaign. So we offered help, where people looked for it - targeting the right content at the right audience. To create the right content, we conducted research to tailor our content directly to our target audience’s interests: We identified users demographically most likely to donate in Germany: 25+, academic degree & urban. Then segmented these into different affinities: new parents etc. Next we researched topics these users search for most, crossing these with areas Ethiopians could give advice on. The result: 6 Helptorial-topics from cooking to fitness. To target the right audience, we used a contextual interest-based targeting strategy e.g. we used adwords to hijack regular tutorials so Helptorials showed up where people already looked for related answers. CTA 'Everyone can help. You can too' linked to the donation-site, while donate-button was used on Facebook.

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.