Joy of Giving Week

Joy of Giving Week

Every year, B1G1 would celebrate its birthday by partaking in some voluntary work.

When I joined B1G1 as an intern in 2013, I proposed to celebrate their birthday in a way that would involve their global community instead, simultaneously raising more giving for the projects they supported.

I created a pitch deck that proposed to inflate 6 balloons every time someone gave through B1G1 during the company‚Äôs birthday week, consequently named the Joy of Giving Week. The team accepted the idea and got into motion to execute the campaign. The week’s progress was documented via videos and shared on the company’s social media channels (Youtube, Facebook and emails). Ultimately, Joy of Giving week resulted in a 60% increase in giving amounts in that week alone (compared to the average giving amounts).

Joy of Giving Week has since become a yearly campaign for B1G1, and I managed the Joy of Giving Week campaign again in 2016 with a team of interns, which resulted in the provision of 66 bicycles to students in need in Cambodia in that week alone.

#GivingTuesday #GivingEveryday

#GivingTuesday #GivingEveryday

#GivingTuesday is a well-known global day of giving, particularly in the UK.

In 2017, I decided to ride on the popular global day of giving and its hashtag use to promote awareness amongst business owners in the world about the B1G1 Giving initiative.

As a team, we came up with the campaign of #GivingTuesday #GivingEveryday #B1G1 that encouraged our existing member base to utilise these hashtags on their social media handles on Giving Tuesday itself (28 Nov). I oversaw the content and design of the #GivingEveryday campaign page and the communication material that went out to our member base (via emails, social media channels, and our native B1G1 platform).

I also wrote to the Giving Tuesday team to notify them about our initiative. The Giving Tuesday team responded favourably to the outreach and promoted our efforts in their Giving Tuesday pages.

Birthday Campaign

Birthday Campaign

B1G1’s 2 founders have birthdays just 2 days apart from each other. They also enjoy close relations with the B1G1 member base. In 2016, I proposed to combine the celebrations of our founders birthdays and ride upon their popularity in order to boost more giving to our supported projects, as well as promote an upcoming event (the B1G1 Study Tour) through a singular birthday campaign.

I built the landing page for the birthday campaign, wrote the communication material and strategy that went out to our member base, and oversaw the promotional material and schedule for this particular campaign.

The result was an additional 11 people registering for the Virtual Study Tour (there is an average registration of 15 people for the Virtual Study Tour, with around 20 people actually attending the physical Study Tour). On top of thousands of days of solar light provided to families and hundreds of days of access to a fun playground provided to children in Cambodia, as people gathered to celebrate Paul and Masami’s birthdays by giving to these projects.

Christmas Campaign (Video)

Christmas Campaign (Video)

For Christmas 2016, I proposed to produce a viral video that showcased some existing B1G1 businesses. The aim of the campaign was to raise awareness of businesses giving through B1G1 during the already-popular Christmas Giving season, and encourage even more giving during the month.

I worked with a video producer to come up with the storyboard for the video, personally interviewed individuals, and directed each hidden-camera filming scene. I then planned the video promotion strategy through paid and organic channels, as well as the promotion schedule, including the release of a teaser video.

The featured businesses were highly receptive to the video. Through paid A/B testing, we achieved a cost per engagement of $0.03 with 665 post engagements on just a budget of $20.