STORIES FROM THE OTHER SIDE OF THE WORLD

Short List
ClientCARE
Category E08. Community Building & Management
TitleSTORIES FROM THE OTHER SIDE OF THE WORLD
Product/ServiceNGO
Entrant CLM BBDO Paris, FRANCE
Idea Creation CLM BBDO Paris, FRANCE
PR CLM BBDO Paris, FRANCE
Production CLM BBDO Paris, FRANCE
Production 2 GANG FILMS Paris, FRANCE
Credits
Name Company Position
MATTHIEU ELKAIM BBDO PARIS CHIEF CREATIVE OFFICER
THÉOPHILE ROBAGLIA CLM BBDO ARTISTIC DIRECTOR
JOSEPH ROZIER CLM BBDO COPYWRITER
VALÉRIE ACCARY BBDO PARIS PRESIDENT
CHARLOTTE MONTRICHARD CLM BBDO ACCOUNT DIRECTOR
MANON DEBUS PESQUET CLM BBDO PROJECT MANAGER
PIERRE ENGELIBERT PROXIMITY BBDO HEAD OF SOCIAL MEDIA
ELEONORE BERTHIER MILOT PROXIMITY BBDO SOCIAL MEDIA & INFLUENCE STRATEGIST
AURIANE DESPLANCHES CLM BBDO SOCIAL INFLUENCE & E-RP
JEREMY COMMUNIER CLM BBDO SOCIAL MEDIA MANAGER
LAUREN WEBER BBDO PARIS COMMUNICATION DIRECTOR
JULIEN SANSON BBDO PARIS HEAD OF PRODUCTION
MARTINE FEREY BBDO PARIS POST PRODUCER DIRECTOR
MORGANE BOHN BBDO PARIS TV PRODUCER
PIERRE DESHAYES CLM BBDO EDITOR
AARON CHERVENAK GANG LIFE DIRECTOR
DIMITRI GRIMBLAT GANG LIFE DIRECTOR & PRODUCER
GUILLAUME BOULTE GANG LIFE Production Manager
ARIELLE DE ROTHSCHILD CARE FRANCE PRESIDENT
PHILIPPE LEVEQUE CARE FRANCE MANAGING DIRECTOR
EMANUELA CROCE CARE FRANCE MARKETING & COMMUNICATION DIRECTOR
LAURY-ANNE BELLESSA CARE FRANCE COMMUNICATION MANAGER

Background

For 70 years, Care has been supporting women in developing countries to fight extreme poverty. But even if it’s a major NGO, Care’s activities are still widely unknown in France. We set 4 main objectives: the first was to reach as many people as possible, then to raise media awareness, thirdly to build a pool of influencers and the last, but not least, to engage a newly recruited audience.

Describe the strategy

“Stories from the other side of the world” is a complete social media campaign. The main goal was to reach future potential donors by winning over a younger target audience. In November 2017, over the period of a week (from the 6th to the 12th), a new story about a woman on the other side of the world was released each day. To support the campaign, Care invited more than 130 celebrities and influencers to donate their own Instagram stories and post those about the women instead. Among them, the French actor Pierre Niney, Caroline de Maigret, the former Miss Frances Alexandra Rosenfeld and Flora Coquerel, the presenter Ophélie Meunier or the very popular influencers Noholita, Sananas and EnjoyPhoenix. All the stories are available on: https://www.instagram.com/care_france/

Describe the execution

In order to best portray their reality, but also to respect the Instagram codes, two documentary filmmakers went over to meet each woman in person and help them record their everyday lives with smartphones. Just like any other Instagrammer would do in France. The stories were published on Care France’s Instagram account from the 6th to the 12th November 2018 and shared by more than 130 female influencers, who’d accepted to donate their day’s Story.

List the results

In just one week, “Stories from the other side of the world” generated 4.6 million views (64% organic), +280% donations and 13k followers for the @care_france account, making Care France one of the most followed NGOs in France. These were remarkable results for an advertiser who wasn’t at all in the habit of communicating in France.