Working with Google we changed their iconic “I’m Feeling Lucky” button to “I’m Feeling Generous”. This drove people to The 12 Days of Giving, an interactive advent calendar that inspired downloads of the app by instilling a habit of donating through daily delights.

Behind each door of our calendar were fun gifts ranging from games, to interactive storytelling experiences and film that brought to life the spirit of the charity featured on the app that day.

In the heaviest charity season of the year we only had 12 short days to encourage people to download the One Today app, that shone a light on the 12 nonprofits that were recipients of Google’s Global Impact Awards recipients.

The campaign exceeded all goals with 1.3 million unique visitors making 6 million + interactions while on the experience. And most importantly, downloads of the One Today app increased 537% during the campaign period.