THE ASK Raise awareness and money to donate for CancerCare’s initiative, “Cupcakes for a Cause”.
THE INSIGHT All the charitable events at William & Mary were undifferentiated -emotional and serious in their messaging. Students rarely related and thus didn’t approach the selling place due to feelings of guilt or indifference.
THE BIG IDEA What if...the campaign was funny, and spoke to students in their language? The Geico of on-campus charities.
#CUPCAKEWEEK Facebook = primary platform where engagement posts encouraged students to buy cupcakes at the quad and use up their “daily unhealthy decision” to enjoy a cupcake.
CUPCAKE WEEK
“So delicious it’ll hit you like a wrecking ball.”
WHAT ELSE IS FUN?
Let’s sell after popular a capella concert!
Let’s drive on a golf cart & bring cupcakes to them. AND take advantage of increased traffic of Homecoming weekend!
Raised $253 in one week