Brief Explanation

Every day we’re asked to donate to one charity to another. The biggest barrier to donating is that we either don’t have the money or the time. In a world first, we partnered with music streaming service Spotify to create an unique new way to donate to charity SurfAid that is so easy you could do it in your sleep, without it costing you a cent.

Results and Effectiveness

The album has already been streamed tens of thousands of times since being uploaded to Spotify in April 2015. The idea has been talked about heavily in the media, as well as being supported by musicians like Jack Johnson and famous surfers such as Mark Occhilupo and Laird Hamilton. We have been inundated with tweets, posts and shares across social media with ‘Likes’ on Facebook increasing 300% in the first week after launch. Even the mainstream media television channels have reported on it.

Creative Execution

To promote the concept, we leveraged SurfAid owned channels across their social channels raising awareness and driving viewers through to a microsite hosted on SurfAid.org. We educated visitors and directed them to Spotitfy. We used earned channels with over 800 influential personalities from categories we felt resonated with our campaign, including: Mummy Bloggers, who wanted to help other families and used the music to assist with calming their own children. Also Health, Fitness, Nutrition and Lifestyle bloggers who meditated or relaxed to the soundtrack. Plus of course, the surfing community. We also implemented banner ads across Spotify and Mi9 networks.

Insights, Strategy and the Idea

With roughly 80% of Australia’s population living within the coastal zone, surfing is a big part of the culture. And within the surfing community, social media plays a significant role from sharing photos to wave reports and links to big wave videos etc. So social media was the perfect channel to target our audience.