ADOPT THE BANNER

TitleADOPT THE BANNER
BrandWORLD FOR ALL
Product / ServiceADOPT THE BANNER
CategoryA13. Not-for-profit / Charity / Government
EntrantFCBULKA Gurgaon , INDIA
Idea Creation FCB INTERFACE Mumbai, INDIA

Credits

Name Company Position
Anusheela Saha FCB Ulka Group Creative Director
Purnank Kaul FCB Ulka Copy Writer
Abhimanyu Prathap FCB Ulka Senior Copy Writer
Ushna Choudhuri FCB Ulka Creative Supervisor - COPY
Divya Chandan FCB Ulka Art Director
Swati Singh FCB Ulka Creative Supervisor - ART
Anamika Kumari FCB Ulka Creative Supervisor - ART
Surjo Dutt FCB Ulka National Creative Director
Swati Bhattacharya FCB Ulka Chief Creative Officer

The Campaign

Adopt The Banner, the first ever web banner for injured dogs, looking to get adopted by blogs and websites, in order to increase the donor base for our NGO client - World For All. We launched the campaign on a microsite and invited dog lovers in blogger communities to adopt our banners. All one had to do is pick a banner that they would like to adopt and copy-paste a single line of code from our campaign microsite on to their own sites. The reactions were overwhelming. Our banners instantly got adopted by websites and blogs - within the very first hour of the launch, generating thousands of visitors - and donations. This was an innovative way to support a charity, by not donating money, but website traffic. By counting on the bloggers, public and even media for visibility, we created a positive movement around the problem, which increased donations.

Creative Execution

We launched Adopt The Banner on 16th of February, 2018 on a microsite. We invited bloggers and organisations behind big and small websites, to adopt our banners. All they had to do is copy a simple code link and paste it on to their own blog/websites. Within an hour of the launch, our banners started getting adopted on dozens of blogs and websites. On Facebook and Twitter we reached out to the media, asking them to adopt too. ScoopWhoop, India’s most popular news portal adopted a banner. Followed by The Quint, another leading news website. This new behaviour of adopting a banner to generate funds for medical provisions of stray dogs was endorsed by move star and PETA ambassador R.Madhavan. Followed by more celebrities and influencers like Soha Ali Khan, Mallika Dua, Sherry Shroff and Sonalika Sahay. Their collaboration with the campaign led to a groundswell of donations across India. 

Results

Adopt the Banner was unstoppable. In just 25 days we clocked in over USD 2 Million in earned media and 8 Million in media impression. Garnering 1.5 million in likes and comments. We also saw an 83% rise in donations. India's most popular news sites and blogs, all featured our banners, generating over 1 million visitors for our microsite. PETA ambassador and movie star R.Madhavan endorsed the campaign on all his social media handles. Followed by other celebrities and influencers like Soha Ali Khan, Mallika Dua, Sherry Shroff and Sonalika Sahay. Their Instagram stories, Facebook posts, Tweets led their followers to the donation page. Apart from developing the microsite, there was no other budget involved in the campaign. Zero media budget, not a single Facebook post or Tweet was sponsored. All media attention and web-traffic was a direct result of the idea of the Adopt The Banner.

Adopt The Banner was born for injured stray dogs who rarely get adopted and are left to die agonising deaths. With a zero media budget, our challenge was to get the message out. So instead of asking people to adopt a dog – we asked them to adopt a banner. We designed a microsite and through targeted messaging on Facebook, invited dog lovers from blogger communities. We also reached out to relevant websites to adopt our banners. The banners instantly got adopted by blogs and websites, generating thousands of visitors and an upsurge of donations.

World For All, an NGO that provides medical care and shelter for wounded street dogs in India, was facing the problem of donor fatigue. The funds they received weren’t enough to sustain expensive treatment costs of the dogs. What’s worse, these injured dogs rarely got adopted and were left to die agonising deaths. Our strategy was to create a positive movement around the problem. We had to generate donations, break through the PR clutter and create a positive behavioural change, all this at a budget of zero. To achieve this, our strategy was simple: 1) Instead of asking people to adopt a dog, we asked them to adopt a banner. 2) We invited dog lovers in blogger communities and websites to adopt our banners. 3) We engaged with celebrity dog lovers, who helped us spread the message wider. All this led to unprecedented buzz and a spontaneous upsurge in donations.

Links

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