We changed the rules of loyalty plans doing exactly the opposite advise: we removed all our customers’ privileges. In fact we got themselves to voluntarily refuse to their loyalty points and promotional codes. They happily lost all their discounts and gifts.

How did we do it? Inviting them to change their happiness for others. We put at their disposal a platform where they could change their loyalty points and promotional codes for donations to Giggle Doctors. And it was a success.

We shot a video featuring the Giggle Doctors and assembled a platform for online donation. With these materials, we sent an email to the entire Danone database of loyal customers inviting them to change their loyalty customer privileges for Giggle Doctors visits.

Once we completed this first phase, customers surprised us forcing us to open a second one. They shared through their social networks the video we sent them exclusively and it began to become viral, reaching millions of people. At this point we had to open (and it was our pleasure) a global platform where you could also donate money directly to the Giggle Doctors for them to visit the more hospitals the better.

Danone customers almost emptied their loyalty points and discount codes! The video became viral gaining a total reach of 17 million in Spain (twice the final of the Champions League that year) and an average coverage of 100%. But most important is that donations increased by 500% getting to schedule 4 months of Giggle Doctors visits in just one week.