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Armani Launches “Acqua For Life” virtual goods campaign with AdNectar 04.01.10
Thousands of children die each day without clean drinking water. Armani decided to make a difference.
To raise awareness for the UNICEF Tap Project, Armani teamed up with AdNectar—using virtual goods on social networks to educate consumers and rally them behind the cause.
For $1, UNICEF can provide one child access to clean drinking water for 40 days. For every new Facebook fan, Armani is donating $1. So far, over 34,000 fans have joined…that’s $34,000, or 1,363,320 days of clean, safe water for children throughout the world…thanks to Armani and AdNectar’s virtual goods platform.
The campaign also raised visibility for Armani’s Acqua di Gio cologne, associated it with the cause, and positioned the brand as being socially progressive and aware.
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The campaign saw a high ‘adoption rate,’ meaning that a significant percentage of the impressions of the virtual goods were sent and received by friends, or posted on profiles. This high engagement rate, over 100 times more than typical banner click rates, proves that social endorsement from peers is the most effective way to engage consumers and recruit them to a cause.
AdNectar also developed a Facebook application where people chose from all the virtual badges, watched the video, and became fans of the brand.
Making a difference, one drop at a time.
Posted by Paul Martecchini / Permalink /
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