Ogilvy - Once Again, Case study
Won GOLD in DMA ECHO Awards 2013
Once Again, a Bangalore-based NGO, collects items you don't use anymore, sells it at a minimal price to the underprivileged and uses these funds to empower them through various sustainable projects.
To maximize youth-participation in this cause with no budgets in hand, Ogilvy, Bangalore created The Tagging Drive on Facebook.The idea was to visit old pictures of friends and tag 'Once Again' to items worth donating shoes, toys, books, clothes, etc.
This simple and engaging activity went viral. Thousands of pictures were tagged, donations poured in, the NGO funds increased by 462% and the campaign became Bangalore's biggest tagging drive.
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