The Roger Moore Charity Project - Case Study
What was the Campaign?
Prior to his passing, former James Bond star Sir Roger Moore KBE teamed up with his network of global celebrities to record a catchy track called ‘UNI (You & I)’ to raise valuable funds for UNICEF.
What Hypebrid did:
At Hypebrid, our task for this social media campaign was to encourage direct downloads of the charity single ‘UNI - The Roger Moore Charity Project’ of which profits were donated to UNICEF.. Another element to this, was to leverage our UNICEF partnership, as well as, our celebrity participation to launch a truly global social media initiative.
The Plan:
“- Target a 35+ music purchasing audience.
- Build a solid mixed media marketing plan including VOD, Social Media, partnerships and OOH (out-of-home marketing)
- Leverage the pulling power of A-list celebrity fanbases without overshadowing the charitable message.
- Create a unified, timed global social media campaign to create a global thunderclap. ”
The ultimate goal of the UNI campaign was to drive donations to UNICEF using the Sir Roger Moore KBE legacy as well as the voices of 50+ global celebrities.
To maximise the reach and really aid an impactful launch, Hypebrid devised a multi-phased campaign which guaranteed a stratospheric launch, which was then sustained through the rest of the campaign. UNI was launched with a timed ‘thunderclap’ campaign across Twitter & Instagram, to ensure that fans across both sides of the Atlantic would be hit with campaign messaging.
Alongside the social media launch - Team Hypebrid teamed up with luxury watch brand, Norqain to activate a giveaway; offering participants a chance to win a Swiss watch in exchange for purchasing the track.
To ensure that eyeballs were reached offline, in addition to out-of-home media sites across the country, the trailer for UNI was screened at The Big Sleep Out 2019, a global event which saw up to 50,000 people sleep rough in aid of charity - encouraging attendees and supporters to raise valuable funds for the campaign.
The Results:
“- #TheRogerMooreCharityProject had over 30million global impressions.
- 550,000 video views across all platforms
- 50+ global celebrity participants, incl. Paris Hilton, Piers Morgan, Naya Rivera, Dame Joan Collins, Stephen Fry
- UK Twitter trend on launch day ”
We surpassed the team’s expectations with this incredible result. We had a great deal of fun with this campaign and it was an honour to create something so important with a wonderful team at UNI and UNICEF.
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