戛纳狮 - 移动类 - 银奖 清洁水慈善机构WATER IS LIFE将1000英镑的收入变成了社交支付应用Venmo的超定向广告，创造了一个新的媒体平台，可以用自己的语言直接与千禧一代进行交流。 VENMO MICRO HACK WATERISLIFE | DEUTSCH | 2017Mobile - F04 Targeted Communication Campaign Description Clean water charity WATERisLIFE turned 1,000 1-cent payments into hyper-targeted ads on social payment app Venmo, creating a new media platform to talk directly to millennials in their own language. Outcome For $10, we targeted 1,000 people, turning every payment into a personalized ad that related to pizza, beer, gas money and more. All ads were automatically published to users’ news feeds, and Venmo’s public global feed where they could be seen by millions of users. We had created our own media channel.The campaign was quickly picked up by media outlets Gizmodo, PSFK, Techcrunch and more, as well as advertising publications like Adweek, earning us a total of $1.78 million worth of earned media—priceless exposure for a small charity.After quickly raising over $1,000 in microdonations on our first day, Venmo shut us down—but offered WATERisLIFE the app’s third-ever charity account, allowing us to legitimately raise money next to much bigger charities like The American Heart Association and Malaria No More. Synopsis Millennials are ditching cash and credit cards for digital payments, and don’t see donating to charities as an easy, everyday thing. To raise millennial awareness and increase donations to clean water charity WATERisLIFE, we used Venmo, millennials’ favorite payment app. Execution On the 4th of July, one of the biggest days for spending money out with your friends, we monitored Venmo’s global feed to see who was paying who back, and for what; then we immediately sent them a micro payment. People paying each other back for things like beer and pizza immediately received a 1-cent payment with a relatable caption, and a direct link to donate. Users started paying us back on Venmo and repos