A smile for Unicef
User generated content can create value for charities as well. In Argentina, Oral-B (a P&G brand) is currently running an integrated campaign to sell more products for mouth health, but also to raise money for Unicef.
The online part it’s interesting: users are invited to upload on a dedicated mini-site a photograph of their children smiling. For every photo uploaded Oral-B will donate 1$ to Unicef to help Argentinean kids.
this is definitely not a very good commercial from p&g no good WOM!!!!
How is that, Anna? My personal view is that this is a great way to create buzz about their product, and that it’s linked to children and smiling is a good link. And to integrate a way of making Oral B linked to the action supporting children in need is a way to get people to have a positive vibe towards the brand itself.
I would like to see you elaborate on your views.
The only thing I would add is that until now people have uploaded about 1000 photos. This means that the donation is now at 1000$, if the numbers stay at this level Oral B will look like a penny-pincher…
Very good commercial from p&g no good!
Martina: The website says, in very small letters, “Minimum donation to UNICEF: $100.000″, so Oral B won’t look like a penny-pincher…
Thanks for the note Trendwatcher, that’s surely a good news.
Congratulations to my friends at Insite Latin America (www.insite.com.ar)for a well done job developing this site!
This is great to know - I think a lot of advertisers are getting on the bandwagon for promotions like that.
They win some good PR and help to raise good amounts of cash.
I just wonder if this obscures what some companies do behind the scenes - or if it’s just throwing money at certain problems…
Either way, it’s a step in the right direction.