Results and Effectiveness

34% of our targets responded. Most of them agreed to volunteer, while some of them even retweeted us and encouraged their followers to help as well. The tweets also reached local celebrities, bloggers, and the media. And they, in turn, helped out by encouraging their followers to volunteer. Because of these, Willing Hearts volunteers increased from an average of 35/day to an average of 50/day. That's a 42.8% increase on a daily basis. And we did it without spending a single cent.

Creative Execution

Twitter is one of the most popular social networking sites in the world, with a population that's mostly composed of teens and young adults. It also has a hashtag system that's designed to make searching easier. So we put them to good use. By searching for #BORED on Twitter, we were able to find our targets. We found teens that were so bored, they'll do anything to kill their boredom. We simply replied to their tweets and invited them to spend their downtime with us. This platform allowed us to talk to our targets in a casual and personal manner, increasing our chances of getting a response. And since we only used a social networking account, we did it all without spending anything. Perfect for a charity organization that doesn't have any marketing budget to spend.

Insights, Strategy and the Idea

Willing Hearts is a volunteer-based organization that feeds the poor in Singapore. It relies on volunteers to cook and deliver food to the poor. Problem is, they're struggling to find volunteers because most people are too busy to help. They simply don't have the time. So instead of asking those people for help, we looked for the ones who did have time: bored teenagers. These teenagers usually waste their time away on the internet, so that's exactly where we wanted to talk to them and convince them to volunteer. Of course, we needed to do it without spending Willing Hearts' already scarce resources.