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Friends of the Earth tasked us to take their above the line proposition of “A kiss means the world” and use it to acquire the details of potential supporters.

We created a digital experience that invited people to plant a “virtual kiss” on one of three of Friends’ of the Earth’s innovative projects. Users simply dragged and dropped a kiss icon onto their favoured project. We also created a video explaining the new brand proposition (see below), so those who wanted to know the thinking behind the action could find out.

For each project, a target of 5,000 kisses was set, which when reached unlocked a tangible real-world act by the charity. For example, when “The Bee Cause” reached 5,000 kisses, 60 bee-friendly wild spaces were planted across the UK!

This small act of support involved people with the projects right from the off, and provided opportunities for repeat communication (we’ve recently invited all those who kissed The Bee Cause to donate £5 in return for a “seed bomb” that they can plant to further help Britain’s bees).

A targeted media campaign saw a mixture of Google Display Network, Google Remarketing and Facebook Ads used to drive potential supporters to the campaign hub. In 7 weeks since its launch on 29th May, we’ve generated 7,350 kisses, with a conversion rate of over 20% from click-through. We’ve also seen 2,700 social shares and Friends of the Earth have 6,200 new Facebook ‘Likes’ as a direct result of the activity.