Kancil Awards

The Malaysian Advertising Awards

(13.3) Promo & Activation [Use of Digital & Social] - MERIT, THE TRUE FANS, Geometry Global Kuala Lumpur

Brief
Lost Animal Souls Shelther (LASS) depends on facebook to get in touch with those who are willing to support our cause. With the declining organic reach on Facebook, small NGOs like us are highly affected because we have no budget to promote our postings and increase our engagement with our fans. We needed to reinvent our community and find a more direct and effective way of to circumvent the throttled reach.

Solution
The strategy was to rethink the way we use facebook's native options to our advantage. By using the free and readily available tools for all facebook page owners, we converted all our fans into administrators. When they become administrators, our logo appears as an always-on tab on the left panel of their facebook homepage. A notification appears for every activity happening within the community so they don't miss a single post. This way, every fan's facebook homepage has turned into our media space where we could directly engage all of them. LASS became always visible whenever they are on Facebook.

Title
THE TRUE FANS

Product / Service
NGO FOR THE PROTECTION OF STRAY DOGS AND CATS

Client
LOST ANIMAL SOULS SHELTER SOCIETY

Executive Creative Director
Mehdi Lamloum

Art Director
Hong Fei Ho, Steve Yeow, Javen Tan

Copywriter
Sagar Paranjpe, Kimberley Yap

Designer
Wei Nee Choo

Illustrator
Chang Siew Jiun, Tan Su Ping

 

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