Australia’s leading child protection charity, Barnardos Australia, was presented with a chance to partner with Beyoncé on her Australian leg of her Mrs Carter world tour. The charity had 20 days to devise a strategy, create content, produce branded collateral and engage fans and Beyoncé herself.

The Mrs. Carter tour was a no-promotion tour. All PR activities were to be generated by the charity’s in-house team (3 people) and their contact at the PR agency that brought the opportunity to them (1 person). The charity was required to promote their own work as an extension of the #BeyGOOD campaign.

Barnardos Australia began this process by producing a thank you video featuring some of the charity’s children. This started a spiral of engagement with the celebrity and resulted in the creation of a branded documentary on the work of the charity’s programs which was released on Beyonce’s YouTube channel and viewed over 74, 000 times.

Furthermore, the connection Barnardos was able to establish resulted in a meet and greet for some of the children in the charity’s programs which was syndicated then achieved national and international PR (Australian news programs, Perez Hilton’s, MTV Australia, among others)

This PR opportunity came at a critical time when the charity was rebranding and relaunching to a new, younger target market of potential supporters and donors.

1. Thank you video

• devised and produced in 6 days and shown personally to Beyoncé (resulting in a private meet and greet)

• PR push on a national and local level via mainstream media (TV, print, radio) and social media

• Beyoncé Honorary Mother of the Year which helped form a relationship

• Barnardos Aboriginal support worker Uncle Bruce opened Beyonce’s Sydney show

2. The video led to Beyoncé becoming so engaged with the Barnardos children and young people that her team, Parkwood Entertainment, created a mini-documentary about the charity which was released on Beyonce’s YouTube channel and Facebook page (over 52,000,000+ likes)

3. At concerts

• The charity created branded mobile donation centres at each concert, manned by volunteers/staff in branded t-shirts. Concert-goers were engaged about Barnardos’ mission and collected names for database

• Fans were photographed/filmed while donating and directed to its social media to interact with the charity

• 168 bags of donated clothes

• 3.3 tonnes of clothing going to families in need

• $10,000 raised from charity auctions

• Spike in website traffic

• A Beyonce produced video created and shared on her social media

• #BeyGOOD games corner launched (Beyonce crew donated Xboxes and educational games)

• Effectively reaching the desired youth audience as demonstrated by the graduating class at William Clarke College choosing to raise funds for the charity at their end of year formal.

• 125 news items equating to more than $300,000 advalue

• 52 000 000 fans exposed to The Australian charity via Beyonce’s Facebook

• 60,000+ likes on Facebook.

• 5,000+ shares

• 550+ photos of fans

• 750+ names and address for our database

• 17 The charity Kids meeting their idol

• Three major video pieces: Love on Top, BeyGOOD for Barnardos, Barnardos BeyGOOD video