Direct Response
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| Client |
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The Akanksha Foundation |
| Brand |
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The Akanksha Foundation |
| Agency |
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Ogilvy & Mather Pvt. Ltd. |
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| Brief |
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Akanksha, an NGO, needed teachers for its schools but didn’t have money for advertising. The brief was to increase awareness about this need and get more teacher applications.Audience – Akanksha’s recruitment drive is aimed at people who are educated and upwardly mobile. |
Results
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- Almost all the celebrities responded
- Over 18 million people were reached
- Coverage worth almost 1 Mn USD at no cost
- Traffic to Akanksha’s website went up 4 times
- Teacher applications went up 2.5 times
- This is was Brand Akanksha’s first ever association with top celebrities and influencers in this manner. This breaking of ice holds a promise for more such associations with them in future.
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Solution
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We tried an experiment called ‘Message Barter’. Akanksha’s kids spread promotional messages for India’s biggest celebrities and asked them spread a message in return and tell millions of their fans that Akanksha needs teachers.We targeted top social media influencers in India with millions of fans, and used them to spread our message, essentially turning them into our brand ambassadors, for free. |
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