For more than 60 years, the Peruvian Cancer Foundation launches an annual fundraising to help cancer patients. However, a fundraiser with this much history, had not yet found a way to approach new audiences. That’s why we needed to come up with an idea that could help us reach new generations and increase our positioning on social media

To bring our fundraiser to new audiences, we created a trend on TikTok using K-pop song lyrics that sounded like donation phrases in Spanish. And, with the help of the Peruvian K-pop fandom, influencers and thousands of users, we took advantage of the high level viralization of the platform to make our fundraiser resonate with a new generation.

Due to the language barrier, in Peru there are over 3 million K-pop fans that sing Korean songs by phonetics. Luckily, some of these Korean lyrics sound like donation phrases in Spanish. Thus, we decided to take advantage of this big coincidence to create a trend on TikTok; the main platform used by the public we sought to approach. We were certain that this, along with the K-pop army power of viralization, was going to make our fundraiser resonate with an entire new generation.

We took 4 of the most popular K-POP songs and transformed them into misheard lyrics with messages about donating to our fundraiser. Then, released them on TikTok, with the help of the K-pop fandom and the biggest influencers in the country. We also didn’t have to pay royalties since we only borrowed songs from the free TikTok music library.

Because of this, thousands of young users began to join and even found their own misheard lyrics, turning our fundraising campaign into a nationwide trend. The campaign aired on August 15th for two weeks; and despite starting on TikTok, it rapidly migrated to other platforms such as Instagram, Whatsapp and Twitter.

Impressions increased by 96%+ vs the 2020 campaign

Our social media followers went up by 154%

Received 80% more donations, comparing to the previous week before the campaign.

+15.8% donations vs the estimated goal (S/ 2, 316, 000)