SUE AMSTERDAM, Amsterdam / AIDS FOUNDATION / 2016
We created 41 First World Problem Pills - containing peppermints - that solved seemingly insignificant luxury problems. Only the problems where not insignificant at all. The total proceedings went to real hiv-medication. We didn't go the conventional way triggering guilt feelings, but actually made daily luxury problems the focus of the campaign and put some humor in the mix. This gave people a triple good feeling: they had fun selecting the pills, they had fun when giving the pills, they felt great that they contributed with the buy to a good cause. This worked like a charm: people wanted to share the campaign and wanted to join our contact strategy to be kept posted. We sold the pills in a webshop and a 2-week pop-up shop. We didn't hardly need a media campaign: 95% was earned media. The media we used was to convert quality leads into our contact strategy.
We used a prototyping approach. We bought standard bottles and printed the labels separately. So, we could make & adapt products on the spot. We developed a webshop (ongoing) and opened a pop-up store (for 2 weeks). We made them interact. The pitch that worked best in the actual store was used in the webshop, the bestsellers in the webshop were placed in front of the store. We launched by an opening of the pop-up shop to which we invited press, influencers and bloggers. And we made social media posts & videos. The FWPP reached 165 countries. We used smart persuasion design in the webshop that was aimed at converting buyers into contacts. We build up a high quality database that is still activated as of now. Next to conversion from the webshop, we launched a targeted digital campaign to convert people into our database.
337 million people reached
In 2/3 weeks
In 165 countries (85% of the world)
over 2000 products sold (500 was target)
33% extra donations next to product sales
awakening of sleeping contacts in the database
products sales are still ongoing
95% earned media
activating quality email strategy (ongoing)
new pills have been launched in co-creation with the audience
SCHNEIDERS Kommunikation fuer Lebensart, Hamburg
2012, AIDS FOUNDATION