Saint Christopher

P&G and Amazon were moved by the video from YouTuber Rob Bliss (1st video), in which he used PN to deliver necessities to the homeless in NYC. Both companies partnered to develop a campaign and program to match Rob’s ambition on a grander scale. We had a total budget of $200K which we stretched across securing Rob (second video), social media, and placements within the Amazon Advertising Platform.

Idea
Aiming to transcend both Amazon and P&G, the Amazon Advertising team reminded our users that anyone can do what Rob accomplished. Thus “Ship it Forward” was born as our call to action. This message empowered our customers to shop for others through curated Amazon wish-lists while they shop for themselves.

We convinced all parties to keep their presence to a minimum to mitigate consumer bias towards branded charity plays.

Since the message was uplifting and empowering, almost all the imagery was centered around this same theme. This was to encourage action through positivity instead of guilt.

Results
Evergreen commitment thr EOY 2019
$2M upfront for 2019
18% website CTR
Earned new client trust
1st Charity program on Ad Platform
New revenue stream – Charity sponsorships 

The Team
Creative Direction: Myself
Designer: Myself
Copywriter: Louisa Diodato
Sales: Lauren Solomon
Campaign Manager: Johnel Clemente