Amnesty International -w- Dubsmash “Freedom Voices” Viral Social Phenom
Nobel Prize winning and internationally beloved NGO Amnesty International needed to create awareness for their brand amongst Gen Z and Millennials while simultaneously educating the world on their efforts protect of Free Speech rights throughout the world. I produced, account directed, Q/A'ed, did lots of legal stuff including "pro bono" licensing contracts for likeness and voice usages with Malala Yousafzai, Ai Weiwei, Sir Partrick Stewart, Pussy Riot, Edward Snowden and others. I also brokered a strategic alliance worth $500M+ in free media (8 days "Discovery Page" homepage placement) with partner DubSmash (Apple's "App of the Year") and coordinated industry and consumer PR efforts. Results: reach to date over 1 million dubs, 71% user engagement amongst ages 14-24 in 180 countries and DubSmash formerly used for entertainment finds it has a powerful Twitter-like "Arab Spring" moment, deployed for the first time as an application for social change. Winner - 2017 Webby Awards - winner - Best Experimental & Innovation - Best use and/or implementation of groundbreaking mobile technology or unconventional applications of mobile technology in mobile sites, apps and environmental situations. Pushing the limits of creativity and technology."Short List" for Social Media Campaign 2016 Cannes and Clio's.
$0 - spent
180 - countries reached
+1M - Dubsmash interactions
+21M - media impressions
+500K - new social media followers for client
Cannes 2016 entry video case study highlighting results.
Our pitch to Amnesty International (we approached them with this concept).
And most importantly - ROI - Total hard cost of project, less than $10K (plus passion, love, cooperation and fun), total reach over 1M in 180 countries to date with 71% of users within our target 14 - 24 year old demographic.
Easy "how to" instuctions: