Tap Project

Campaign: UNICEF Tap Project
Company: Giorgio Armani Fragrances
Nonprofit Partner: UNICEF
Launch Date: March 1, 2013

Campaign Description:  

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.

Our Take:  

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.