SPIKES SRI LANKA 2015: DIGITAL CATEGORY - WINNING CAMPAIGN

Idea: Money can buy happiness

1. We used Facebook and Instagram to identify audiences that were expressing emotions relating to sadness. A personal message was then sent across that ends with a simple question "How about a dose of happiness?" and a link.

2. The link would direct them to a virtual store. SOS Happiness Express. 

3. This store would include jars of hugs, kisses, smiles, cuddles etc. related to feelings of happiness.

4. Each jar represents an aspect that helps the lives of the SOS children.

5. At the point of adding a jar to the cart, we present offers that represent sponsoring a family - buying jars in bulk and sponsoring a child a month - payment plan for buying a specific jar etc.

6. Once a purchase is made, a jar of happiness is delivered. The jar would contain a personal note written by a SOS child. This would be a thank you note and a brief description of how the purchase has helped their lives.

7. Social platforms were used to encourage people who had bought happiness to share their experience and spread the happiness through posting pictures of the personal notes and SOS featuring them on the page to using Facebook memories to update donors about the progress of a child they helped out.

8. Apart from this we suggested to extended the campaign to other online shopping platforms. At the point of purchase on these third party platforms, we suggested that the buyers could get their items delivered within a shorter period if they opted to buy some kind of happiness. 

9. It was also suggested to use recently visited sites that offer news and updates to place PPC adverts related to the campaign alongside headlines that were not so joyous.