STORIES FROM THE OTHER SIDE OF THE WORLD

Bronze Eurobest

Case Film

Presentation Image

ClientCARE
Category B08. Use of Celebrity, Influencers & Key Opinion Leaders
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

Why is this work relevant for PR?

One of our main objectives was to engage a newly recruited audience - 13K followers were recruited in just one week (standard profile: woman, from 18 to 34 years old, urban), 72% of viewers watched the stories until the end. More than 400 personal messages of congratulations were sent to CARE about the campaign. Also, with a very limited media budget, the aim was to build a strong pool of influencers to share our stories for free: 133 story donations from the biggest influencers in France. A pool composed of people with very different profiles (actors, fashion bloggers, youtubers, ...).

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 creative idea

Each day, more than 300 million people share their stories on Instagram. But even though we all have a story to share, some of them deserve to be supported. Care France wanted to support women hit by extreme poverty, by putting them into the spotlight and raising awareness among French people. They created a unique experience: “Stories from the other side of the world”. The daily stories of 7 women, 7 lives far away from ours, published over a period of 7 days on @care_france. And above all, 7 stories that we never usually see on our Instagram feeds.

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

Our Media objective was to build Care France Awareness with a limited media budget. To reach the larger number of people possible, we run a 6000€ AB Testing Facebook and Instagram campaign and combine it with a massive influence plan. The campaign finally went viral. The stories reached more than 4.6 million of people, 64% of them organically. 5 times more people reached during these two weeks of campaign than the total number of people reached by Care on Facebook during the last 4.5 years. To mesure the impact we looked at 3 main KPIs. The community recruited: Starting from scratch, we opened Care’s Instagram Account and recruited 13K followers among our core target. Within a few days, we managed to build a large community overtaking other NGO. Thanks to this campaign, Care became one of the most followed NGO in France. The engagement of people exposed: With more than 400 private messages and a very good completion rate on the Stories (72% of the viewers saw the stories until the end) we can measure the impact the Stories had on people exposed. Catch people attention, for more than 3 seconds on Social Media was already a challenge successfully met but touch their heart and receive so many signs of gratitude, aid proposal was gold. Donations: We registered an increase of +280% donations. An impact that didn’t stop on digital, the NGO also observed on the field, spontaneous donors saying that they’ve been exposed and touched by the campaign.