How do you ask for donations when no one knows you exist? You can’t really and that was the problem facing The Reach Foundation.This is a case of using new, interactive media to achieve a massive amount of earned media to drive interest in an organisation with little funds. The goal was to grow the awareness of The Reach Foundation (a youth organisation) and what it does to enable it to grow and achieve more funding.
The insight was that youth feel misunderstood. The idea was to share the teenage diary entries of celebrities and other successful people as a way of showing support to youth and starting a conversation about Reach and its programmes. To show that Reach understands youth. It created The Open Book Project. The first phase was a call for entries to celebrities, actors, TV and radio personalities, politicians, sports stars, musicians and comedians asking them to submit their own intimate diary confessions to our website, www.openbookproject.com.au. The goal was to gain the support of 2-3 celebrities to share their real teen stories.
The budget was miniscule but achieved a payback for The Reach foundation of 31:1. They hoped for 3 celebrities to contribute. In the end, 48 did.
The national anthem is an enduring symbol of the founding principle of India – unity in diversity. Sadly, this meaning was losing its relevance in a country in churn. Particularly in the cities, where economic growth was being fueled by migration, there was an ugly trend of divisive politics on the basis of regional language. It was against this backdrop that BIG Cinemas, India’s largest movie theatre chain, found itself in a position to influence public opinion. In its cinema halls, the mandatory opening with the National Anthem was being met with apathy.
Big Cinemas decided to use this as an opportunity to tackle the issue of discrimination on the basis of language by getting people to reflect on their patriotic sentiments. For the ‘Silent Anthem’ film, 500 speech and hearing impaired children participated in a one-week training programme with rehearsals and workshops. It started spreading this message around a time, which was important for the nation – the days preceding India’s 62nd Republic Day. As well as cinemas, the film was placed on news channels.
The results were uplifting – The Silent National Anthem went viral and garnered over 1.2 million views on YouTube. This was more than the number of hits received by the ICC (Cricket) World Cup’s Anthem, which in cricket crazy India is noteworthy. Apart from making headlines across leading news channels in the country, the campaign received thousands of mentions on blogs and in tweets, including Bollywood superstar Shah Rukh Khan’s Twitter feed.
As the largest fast-food chain in Malaysia, KFC prides itself on serving great tasting food with the highest quality control around food standards. When a video showing a kitchen employee wiping a chicken leg on the sole of his shoe went viral on YouTube, it threatened to paralyse business operations. The fact that the video was made over two years earlier and that the employee was immediately dismissed was irrelevant. In less than a week, the video had over 130,000 views. Sales are dropping off rapidly and it is all thanks to the actions of a single, disgruntled, former employee; someone who left your employment two years earlier.
There was the need to respond fast. The need to have a strategy, implement proactive action and maintain a voice that would deal with the immediate issue of rebuilding trust whilst staying authentic to all that KFC stands for, in good times. The strategy centered on a six-point plan. With the fast changing nature of a social media led crisis the brand needed to be sure everyone focused on the real issue and that any strategy changes remained deliberate and outcome focused. It needed to be quick and to be seen to be doing a lot of things but everything had to be driven by purpose – obvious but easy to forget in real time, 24/7 communication. The messaging had to be clear, maintain the KFC brand tone but be seen as authentic and genuine in order to connect with teens and young families.
This was a crisis management campaign on social steroids that restored the KFC brand promise and saw national sales levels restored within three weeks. In fact, it proved so effective at re-building trust that sales grew to 20 per cent higher than pre-crisis levels within a month.