ATREVIA and Ayuda en Acción, with presence in 20 countries around the world, have won five awards at the PubliFestival gala, held last night at the Teatro Infanta Isabel in Madrid for their #FirstWorldProblems campaign. In addition, ATREVIA has won the special award “Agency with the best efficiency in social media at PubliFestival 2019”.
The campaign, awarded in categories of effectiveness in social media, PR, creativeness, digital strategy and innovation with influencers, was created with the intention of raising awareness that 11% of the world’s population is currently living in extreme poverty and the power of helping has in changing this situation.
ATREVIA monitored, categorized, and communicated the #FirstWorldProblems campaign, shared by followers on Twitter between January and August 2018, 40% about technology such as “bad Wi-Fi” or “I’m out of data”, 13% on beauty and fashion, be a “bad hair day”, 10% “I want and I cannot”. In response to these “digital sighs”, which were rarely commented on, ATREVIA and Ayuda en Accion presented the action to showcase #FirstWorldProblems, with guestsart appearance by freestyle rap star Arkano, who improvised rhymed solutions presented in short videos. Both, Arkano and the internal teams helped Twitter users who shared their problems with creative solutions to promote the idea that these are the only problems we should have.
Disruptive action that reached almost 30 million people and raised awareness about the need to put an end to inequality. Something which, unfortunately, has become background noise rarely heard, so it opted to go a step further and put everyone as beneficiaries of the power of helping.
The potential scope of the campaign on social medias was nearly 15 million, with a positive feeling of 95% and the participation of 10 celebrities who joined organically, becoming a Trending Topic in Spain. For its part, in conventional media audience it was almost 13.5 million with a presence in all types of media
ATREVIA was able to give a 360º communicative response through social listening on Twitter, a PR campaign with media appearance, direct marketing and a strategy in social media where it was key defining the tone of communication and the preparation of messages.