RKD Group created a response campaign, which resulted in:

$107,000

of donor revenue in 72 hours

2,500

donations in a three-day span

$30,000

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Client testimonial

“We are very pleased at how the campaign went. For us doing this for the first time, we were unsure how to connect the three days meaningfully. To have had such success, with such an out pouring of concern from the donors, makes us very happy to have partnered with RKD. We consider this a win.”

The challenge

Create a successful campaign around South Korea’s Bok Nal event

South Korea is home to an annual dog meat festival on the hottest three days of the summer, and RKD was asked to create a response campaign that both generated revenue and stayed true to HSI’s mission. Timing was also a challenge as the event rotates each year due to temperature projections.

The solution

Integrated digital strategy and creative

The solution was laying out an integrated strategy that relied on three symbolic days representing Bok Nal. The middle day was a day that Bok Nal was celebrated. RKD provided a roadmap for a fully integrated approach, along with copy and a creative concept to use for all purposes across digital channels.

Breakthrough

Donors felt the emotional weight and contributed help

The result was more than $100,000 in donations within 72 hours, thanks to the emotional connection the campaign generated among donors – some of whom admitted to not being able to sleep until they were assured that HSI could carry out their rescue efforts.

The result was more than $100,000 in donations within 72 hours, thanks to the emotional connection the campaign generated among donors – some of whom admitted to not being able to sleep until they were assured that HSI could carry out their rescue efforts.