Integrated Digital Marketing Campaign

The Exchange


 

 

The Problem

The Organ Donor Foundation of South Africa is desperate for donors. In a society driven by consumerism, fashion and popular culture have become more important than human life.

The Solution

The Exchange - the world’s first fashion boutique where you can’t buy anything with money but only with the currency of life – your organs.

The Execution

We opened a pop-up store in Cavendish Square, one of Cape Town’s most popular malls. Filled with amazing clothes and accessories that had been donated by local fashion designers, The Exchange became popular, fast.

  • Online banners and emailers helped create awareness and encouraged traffic to The Exchange.
  • Once in store, anyone who bought something was photographed and this was then shared across Facebook and Instagram.
  • We simplified the Organ Donor Foundation’s registration form into a tablet-based signup and turned it into a pledge that was then shared to the buyer’s network, through Facebook Connect.
  • This unique shopping experience was socialised on Twitter, Instagram and the Organ Donor Facebook page – driving even more traffic to the store.

The Results

The Exchange was featured on primetime E news, The Expresso Show, 5FM, HeartFM, Talk Radio 702, Cape Talk, newspapers, local and international blogs and news sites, making it a huge awareness and recruitment campaign.

  • Facebook fan engagement grew by 628%.
  • After spending less than R20 000 we generated over R4,5 million in earned media..
  • In the first month, 759 items were sold, saving 5313 lives.



The Store

We opened a pop-up store in Cavendish Square, one of Cape Town’s most popular malls and filled it with clothes and accessories that had been donated by local fashion designers.


 

Social Media

On opening day, we launched the idea online. News of The Exchange spread like wildfire across Facebook and Twitter and generated a phenomenal amount of earned media.

We socialised the entire shopping experience in a variety of different ways:

  • When making a "purchase" in store, each shopper would complete an Organ Donor registration form that integrated with Facebook via Facebook Connect.
  • Completing the form would generate a pledge that could be shared to the donor's Facebook or Twitter profiles.
  • Each new organ donor was photographed and the pic was posted to the ODF's Instagram and Facebook profiles.
  • Twitter was used to amplify our message and keep followers up-to-date in terms of progress and new stock.

 

 

The Organ Donor Registration

We simplified the Organ Donor Foundation’s registration form into a tablet-based signup and turned it into a pledge.


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PR

With ZERO media budget, word of the store spread fast. Within days, The Exchange was featured on primetime E news, The Expresso Show, 5FM, HeartFM, Talk Radio 702, Cape Talk, newspapers, local and international blogs and news sites, making it a huge awareness and recruitment campaign.

We generated over R4,5 million in earned media