Menschen für Menschen - "Helptorials: Everyone can help"

BBDO Berlin

BBDO Berlin Berlin, Deutschland

Awards

8281

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Menschen für Menschen
Länder: Deutschland

Werbende: Menschen für Menschen

Titel	Helptorials: Everyone can help
Agentur	BBDO Berlin
Kampagne	Help for Help
Werbende	Menschen für Menschen
Marke	Menschen für Menschen
Datum der ersten Ausstrahlung/Veröffentlichung	2018 / 6
Geschäftsbereich	Gemeinnützige Organisationen
Philosophie	The German NGO for Ethiopian Aid “Menschen für Menschen“ which translates to “Humans for Humans” believes that as equals everyone can help each other. So we created the unconventional charity campaign “Help for Help” that turns the tables: We asked for help by giving help. For the first time the help came from the other side. Ethopians helped us - by answering the problems people search for online with personal tips and advice in so called “Helptorials”. On Facebook for example we used their likes and live events. And 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 and device usage in order to assign the right media format and platform to each video. And viewers could help Ethopians directly in return by choosing to donate directly in the videos. The campaign was a great success. The donation-site traffic increased by 1.566 percent. The Facebook Page Likes increased by 304 percent during the campaign. With 542.000 total views on Youtube which is an average viewincrease on the YouTube channel of 1.075 percent when compared to previous digital campaigns and an overall watch-time increase of 140 percent in just 5 weeks – making “Help for Help” the client’s most successful online campaign.
Medientyp	Interaktiv
Länge	79 seconds
Markt	Äthiopien
Responsible at Menschen für Menschen	Dr. Sebastian Brandis
Responsible at Menschen für Menschen	Araba Pilic
Responsible at Menschen für Menschen	Lisa-Martina Kerscher
Creation	Till Diestel
Creation	Michael Schachtner
Creation	Dany Rothemund
Creation	Christofer Kümmerer
Consulting	Franzis Heusel
Consulting	Jan Savelsberg
Consulting	Lisa Marie Seidl
TV department	Silke Rochow
TV department	Allison Markert
TV department	Alexander Geier
Video Production	Lovestone Film
Director	Benjamin Kahlmeyer
Direktor Fotografie	Benjamin Kahlmeyer
Executive Producer	Johannes von Liebenstein
Production Assistant	Sophie Karsten
Sound/1st AC	Niklas Olscha
Casting in Ethiopia	Abinet Shiferaw
Post-production company	Lovestone Film
Cutter	Anne Goldbaum
Kolorist	Jan Hartmann
Transcript/translation	Yero Adugna Eticha