Brief
Flybuys, Australia’s largest shopping rewards programme, was looking to build a new platform for encouraging more active engagement with their members, programmes and campaigns. They approached Reactive to help develop their social media strategy to help initiate conversations with members and extend public awareness and take-up of offers.
The response revolved around a charity campaign that called on FlyBuys’ 10 million cardholders to donate their points to Cancer Council Australia to assist with cancer research, prevention and support services.
Design & Strategy
The strategy was essentially simple – kick-start the FlyBuys online community and garner support for a great cause. To do this, Reactive led a strategy for FlyBuys to partner with Cancer Council Australia and allow members to donate FlyBuys points, while also posting their own stories and messages of support.
Solution
The execution was a social giving campaign called ‘Points for Purpose’. Reactive developed a Facebook application allowing members to donate their FlyBuys points to Cancer Council Australia. To encourage donors to spread the word about their giving, they could Share or Like the campaign, generating more exposure for the cause. And, for each 5 million points donated, FlyBuys contributed in an additional million points.
Members could donate as little as $5 worth of points so it was a campaign that allowed a large proportion of the FlyBuys member base to participate.
Results
In just 30 days the target of 25 million points - the equivalent of $200,000 - was donated to Cancer Council Australia. Over 15,000 members donated, with fantastic feedback and support from members including over 4000 Likes and over 230,000 post views.
FlyBuys 'Points for Purpose' campaign was nominated as a finalist for three categories at the Australian Marketing Institute Awards in October 2011.