Our campaign was 100% Twitter-centric. We believed that we could use Twitter not only to use as a media but as a really effective tool to generate donations. It was our answer to a problem every NGO is familiar with: a lot of people are willing to support them, follow them on social media, share their messages but few of them are really making the most important thing… donations.

We wanted to use Twitter as an activation tool, a way to immediately turn a social experience into action.

To do so, we created a website linked to Twitter, quick, fun and easy-to-use. And the success of our campaign taught us we did the right choice.

Our idea was 100% Twitter-centric. So we decided to spread the word directly on Twitter asking bloggers and UNICEF’s godfathers celebrities to spread a simple and surprising message: “There is water on Twitter”. Seduced by our approach, they massively talked about our idea driving their followers to our dedicated website. There, users had the opportunity to filter all their tweets and discover how much water was hidden in them. They were then offered to spread the word on Twitter and make a donation to UNICEF, what they massively did. An approximately 1’45 minute-long experience, short enough to be suitable for any device.

Launched on March 22 with no media budget, our website was an instant hit with 60 thousand people from 98 countries, filtering more than 300 million tweets in only 2 weeks. With 12,000 donators for an average donation of 12,84€, UNICEF France set a new record by collecting 150,000€ for World Water Day. For the first time ever Twitter was used not only as a media to talk about a social issue but as a tool to stop it.

By taking 2 minutes to filter their tweets, our users created enough water to prevent a whole village in Togo from filtering mud for two years.