GONE GIRL

TitleGONE GIRL
ClientJUSTICE AND CARE
Product / ServiceNON PROFIT SOCIAL AWARENESS
CategoryB02. Native & Built-in Feature Integration
EntrantFACEBOOK CREATIVE SHOP Singapore, SINGAPORE
Idea Creation FACEBOOK CREATIVE SHOP Singapore, SINGAPORE

The Campaign

The ephemeral nature of Instagram Stories was used to dramatize the criticality of the first 24 hours. We showed the journey of a victim counting down in real time over 24 hours. As time passed, the chances of her getting rescued grew slimmer. And at the end of 24 hours, both she and her Instagram Story, were gone.

Creative Execution

We had a very modest budget, and so we gathered data on the cities historically positive of fundraising, and targeted London, New York and 3 cities in India; New Delhi, Mumbai and Bangalore. We implemented it from April 13th to April 25th and placed it across Instagram feed, Instagram stories, Facebook Newsfeed - Mobile & Desktop to reach 8M users, with 18M impressions and an average frequency 2.2. We used IG stories to tell a powerful and emotional story. This was specially created for mobile social media using best practices plus incredible targeting to make the most impact even on a very tiny media budget.

Credits

Name Company Position
Mark D'Arcy Facebook Creative Shop Chief Creative Officer
Fergus O'Hare Creative Shop Studio Facebook Creative Shop Regional Director APAC
Julia Kalia Facebook Creative Shop Head of Creative Shop India and Global Accounts
Ram Cobain Facebook Creative Shop Creative Strategist
Ruchi Shah Like Minded People Executive Producer
Kedhhar Barve Like Minded People Producer
Piyush Raghani Like Minded People Director
Deepti Gupta Like Minded People Director of Photography
Links
Social Media URL