One Drop Case Study

The One Drop Foundation is a non-profit organization created by Guy Laliberté, Founder of Cirque du Soleil. The Foundation believes that water is mankind’s common heritage and that this essential natural resource should be conserved and accessible to everyone on Earth.

Context

Ressac Media launched a social networking campaign that capitalized on World Water Day (held on March 22) in the form of online demonstrations, with users promoting the cause through symbolic gestures.

Solution

The Ripple: Digg for Water campaign invited online users to show their commitment to the cause through a series of gestures: using the ONE DROP logo as their Twitter avatar and FaceBook profile photo, activating an awareness message on their status, and voting for Foundation articles and tickets on Digg.com. Our team simultaneously launched a series of communication efforts with many international bloggers and journalists to incite these content ambassadors to talk about the Foundation and encourage their readers to promote the cause.

Returns

The campaign was hugely successful both in terms of making the ONE DROP Foundation more visible and in terms of online user commitment. In concrete terms, there were over 1000 tweets relaying the facts of the water crisis, hundreds of ONE DROP logos used as Facebook profile photos, over 50 blog mentions, over 200 votes on Digg.com, and mass visibility on Canada’s largest Internet portals.

« Ressac Media’s intervention enabled the ONE DROP Foundation to develop the potential of Social Media. The success of the One Drop World Water Day campaign and other interventions recommended by Ressac encouraged us to make social media strategies a more integral part of our communication plans. »

Julie Benoit
Head of Internet Marketing, Cirque du Soleil

Conclusion

This campaign is a great example of how social networks can be used to get people to promote a cause.