| 标题 | Helptorials: Everyone can help |
| 广告公司 | BBDO Berlin |
| 广告战役 | Help for Help |
| 广告主 | Menschen für Menschen |
| 品牌 | Menschen für Menschen |
| 首次发布日期 | 2018 / 6 |
| 行业领域 | 机构/公益组织/非盈利组织 |
| 哲学 | The German NGO for Ethiopian Aid “Menschen für Menschen“ which translates to “Humans for Humans” believes that as equals everyone can help each other. So we created the unconventional charity campaign “Help for Help” that turns the tables: We asked for help by giving help. For the first time the help came from the other side. Ethopians helped us - by answering the problems people search for online with personal tips and advice in so called “Helptorials”. On Facebook for example we used their likes and live events. And on Youtube we used adwords to hijack regular tutorials. If you search for “gluten free bread” farmer Dessie shows you how to bake it in a pre-roll of a related tutorial. We identified search, browsing behavior and device usage in order to assign the right media format and platform to each video. And viewers could help Ethopians directly in return by choosing to donate directly in the videos. The campaign was a great success. The donation-site traffic increased by 1.566 percent. The Facebook Page Likes increased by 304 percent during the campaign. With 542.000 total views on Youtube which is an average viewincrease on the YouTube channel of 1.075 percent when compared to previous digital campaigns and an overall watch-time increase of 140 percent in just 5 weeks – making “Help for Help” the client’s most successful online campaign. |
| 媒体类别 | 互动 |
| 长度 | |
| 市场 | 埃塞俄比亚 |
| Responsible at Menschen für Menschen | Dr. Sebastian Brandis |
| Responsible at Menschen für Menschen | Araba Pilic |
| Responsible at Menschen für Menschen | Lisa-Martina Kerscher |
| Creation | Till Diestel |
| Creation | Michael Schachtner |
| Creation | Dany Rothemund |
| Creation | Christofer Kümmerer |
| Consulting | Franzis Heusel |
| Consulting | Jan Savelsberg |
| Consulting | Lisa Marie Seidl |
| TV department | Silke Rochow |
| TV department | Allison Markert |
| TV department | Alexander Geier |
| Video Production | Lovestone Film |
| Director | Benjamin Kahlmeyer |
| 摄影指导 | Benjamin Kahlmeyer |
| 执行制片 | Johannes von Liebenstein |
| Production Assistant | Sophie Karsten |
| Sound/1st AC | Niklas Olscha |
| Casting in Ethiopia | Abinet Shiferaw |
| Post-production company | Lovestone Film |
| Cutter | Anne Goldbaum |
| Colorist | Jan Hartmann |
| Transcript/translation | Yero Adugna Eticha |
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