Kyoorius Digital Awards
Digital Design & Craft
Form > Writing For Digital & Social Media - Campaign
KYOORIUS DIGITAL AWARDS - Digital Design & Craft (Form > Writing For Digital & Social Media - Campaign)
Brand: SOS Children's Villages India
Client: SOS Children's Villages India
Entrant: FCB India LLP Advertising Ltd + Kinnect Media Pvt Ltd
|SOS Children's Villages India
|SOS Children's Villages India
|FCB India LLP Advertising Ltd + Kinnect Media Pvt Ltd
|Chatpat's Gyaan - Intro
|Chatpat's Gyaan - Finding a house
|Chatpat's Gyaan - Asking for a Raise
|Chatpat's Gyaan - Mental well-being
|Chatpat's Gyaan - Ask for foreign aid
SOS Children’s Villages India is a non profit organization that works for the holistic upbringing of orphan children. They also run programs to help financially vulnerable families raise their children and eliminate the possibility of child abandonment.
SOS supports over 45,000 children in India and thus has a constant dependency on donations to fund their development programs. It’s difficult to raise donations when your brand struggles with marketing its unique offering, and as a result is not well known among the masses.
The most reliable and continuous source of funds for any non-profit is corporate funding. We formulated a mechanism to channel the abundant marketing budgets available to corporates, as donations towards SOS. In exchange, we give these corporations/brands their money’s worth. A buzz barter, if you will.
IDEA & EXECUTION
Audiences love originality and honesty. Despite the abundance of influencers, our brief necessitated the birth of a personality the viewers hadn’t seen before. After a nationwide hunt, we found our boy - Chatpat, ready to woo the internet with his nuggets of street wisdom.
Chatpat became famous on social media with his quintessential ‘gyaan’ videos. He’d dish out street wisdom on ‘grown up’ topics like mental health, house hunting, asking for an appraisal, etc.
While the core intention of these videos was to portray his street smarts, we subtly dropped cues suggesting that it's not appropriate for a kid to be living his childhood under such conditions and fending for himself. Through some comments (including hate comments) we were actually pleased that this layered meaning was being understood by the audiences.
The key driver of these videos was the endslate of the videos - “If we don’t raise our children, the streets will.” This slate was added when SOS reposted these videos from Chatpat’s page onto their own.
His content brought him massive love from the audiences. In all honesty, we did not expect that he’d get almost 20 thousand followers in 2 days. After gaining popularity and amassing a follower base, we revealed Chatpat as the official brand ambassador of SOS.
Now armed with fame, he set out on his true mission - to get the biggest corporations in the country to donate for kids like him.
The ‘gyaan’ videos actually helped establish Chatpat as a unique content creator, setting him up for Phase 2. These videos were a launchpad for Chatpat, that eventually helped SOS Children’s Villages India witness the best ever corporate donation drive in its 60 years of existence in India.
61.46% Increase in Corporate Donations
51.02% Increase in Individual Donations
126.90% Increase in Unique Visitors to the SOSCVI Website
278% Increase in Brand Mentions
1506% Increase in Brand Impressions
|Swati Bhattacharya, FCB India
|Kartikeya Tiwari, Kinnect
|Priyanka Mestry Soni