Title | GONE GIRL |
Brand | JUSTICE AND CARE |
Product / Service | NON PROFIT SOCIAL AWARENESS |
Category | B02. Native & Built-in Feature Integration |
Entrant | FACEBOOK CREATIVE SHOP Singapore, SINGAPORE |
Idea Creation | FACEBOOK CREATIVE SHOP Singapore, SINGAPORE |
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 |
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.
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.