Campaign: UNICEF Tap Project
Company: Giorgio Armani Fragrances
Nonprofit Partner: UNICEF
Launch Date: March 1, 2013
This year’s UNICEF Tap Project is going digital, allowing Facebook to donate $5 to the charity via text message or PayPal. After donation, each participant can choose two friends to receive water and the opportunity to donate. Giorgio Armani Fragrances is returning as a cause marketing parter in the effort and will donate $5 to the U.S. Fund for UNICEF for each designated product sold in March. Giorgio Armani will also donate $1 for the first 50,000 people who “like” the “Acqua for Life” Facebook page in March.
This Tap Project Facebook app does an excellent job of soliciting direct consumer donation with streamlined online or mobile payment options. Using social sharing as a reward upon donation is also an interesting reframe and likely to be effective. Although not cause marketing, per se, we found this Facebook integration worthy of your attention.