DoSomething.org

DoSomething.org was looking for a partner to reach the generation of doers: people who see the need to do something, believe in their ability to get it done, and then take action. They needed to reach teens throughout the U.S. looking to make a difference. Today, teens send and receive an average of 3,000 text messages per month. Why not reach them where they are?

The Goal:

Create awareness of DoSomething.org and their shortcode among ChaCha’s users and drive opt-ins to DoSomething.org’s shortcode.

The Solution:

ChaCha and DoSomething.org designed a text-based mobile ad campaign where ChaCha users could locate volunteer opportunities in their local area by texting DoSomething.org’s shortcode.

The Results:

For two weeks, ChaCha served DoSomething.org’s mobile ads, targeted to users 18 and younger. The campaign resulted in a consistent 2.26% response rate. And, response rates stayed consistent during the entire campaign.

ChaCha, whose core demographic of users is between the ages of 13-24, was selected to help DoSomething.org reach those teens through a mobile marketing campaign. Not only was ChaCha’s user base ideally targeted for DoSomething.org, but ChaCha also shines as a personal, conversational channel that resonates with the teen demographic. Through the mobile ad campaign, ChaCha was able to promote and drive opt-ins to DoSomething.org’s shortcode, which provided information to ChaCha’s users regarding volunteer opportunities in their local communities. ChaCha was able to drive nearly 3,000 opt-ins to DoSomething.org’s shortcode - 3,000 teenagers representing over 1,800 different zip codes that would like to do something and make a difference by volunteering in their local communities. DoSomething.org statistics show that 1 in 5 teenagers exposed to the brief ChaCha campaign will now go do something within their communities. ChaCha was able to help DoSomething.org make a real impact with their mobile advertising campaign.

ChaCha and DoSomething.org designed a textbased mobile ad campaign where ChaCha users could locate volunteer opportunities in their local area by texting DoSomething.org’s shortcode.

DoSomething.org Copy Example Message Flow:

Question: What does SPCA stand for?

Confirmation Ad: What 2 do while U wait 4 your answer? Make a difference in your area. Text the word “CHACHA” to 30644 to find teen volunteer opps near you! Do Something!

CHACHA Response Ad: Time to Do Something! Just reply to 30644 with your ZIP Code to get teen volunteer opportunities in ur area.

Answer/Answer Ad: SPCA stands for the Society for the Prevention of Cruelty to Animals. ChaCha on! *Do you want 2 volunteer? Text IVOL

IVOL Response Ad: Is there something that fires U up? A certain cause maybe? Do something about it! Txt the word CHACHA to 30644 to find teen volunteer opportunities by U!

CHACHA Response Ad: Time to Do Something! Just reply to 30644 with your ZIP Code to get teen volunteer opportunities in ur area.

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