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.

Results

The ‘Gone Girls’ campaign reached 8 million people with 18 million impressions in under two weeks. Click-through-rates peaked at 2.27% - way above the average of 1.5%. The campaign received a staggering relevance score of 8+ which means, the campaign resonated deeply with the viewers. Completion Rates were extremely high at 72% and there was a total of 4,578,718 page engagements (likes & comments on page due to the ad). ‘Gone Girls’ also received an astounding 40000 link clicks, a never-seen before number. The ads received over hundreds of moving comments. Most importantly, over x percent more people have volunteered their support and time with Justice and Care. All of which goes to prove that while the story of a single girl that ran for 24 hours may disappear, its impact will stay in minds and hearts for a long, long time. You can help donate at (link)

‘Gone Girl’ has been conceived as a relationship-building, response-driven campaign. It targeted Males & Females, ages 24-65, filtered by affluence across cities with the highest propensity to donate: India: Delhi, Mumbai, Bangalore, Chennai; UK: London; USA: New York. It reached 8 million people with 18 million impressions in under two weeks. Click-through-rates were 2.27% - way above the 1.5% average. The campaign resonated deeply with a staggering relevance score of 8+. Completion Rates were extremely high at 72%. ‘Gone Girl’ also received an astounding 4,578,718 page engagements, 40000 link clicks, hundreds of moving comments and 93.75% more volunteers than before.

The ephemeral nature of Instagram Stories was used to dramatize the criticality of the first 24 hours. Instead of focusing on the ‘bigness’ of the problem, we told the story of a single girl who would be gone forever. We showed the journey of a single victim counting down in real time over 24 hours. And thereby humanized and personalized the horror through her ordeal. 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 forever. A full suite of ‘made for mobile’ ads was served simultaneously across both Facebook and Instagram feeds, to help people discover the Instagram Stories. People who had engaged with the stories or raised funds were re-targeted to thank them for making a difference and to inspire others to step forward.