Raise awareness for The Canadian Safe Schools Network’s anti-bullying after school programs and stand out amongst a sea of similar causes.
Why we bullied influencers into talking about bullying
By hijacking digital ad space, we inundated our victims with insults in order to raise awareness for The Canadian Safe Schools Network's anti-bullying after school programs.
Service
Launching campaigns
Industry
Education
Not-for-profit
Charity
Output
Microsite
Retargeted ads
Email campaign
Timeline
3 months
51%
Email open rate towering over the global average by 143%
14%
Click-through rate 13,900% of the global average, despite having no explanation, brand or resolve
23 million
Impressions in a country of 35 million people
60
Unique ad concepts per victim on any given day
The challenge
Our approach
In many ways, digital banner ads behave like a cyberbully. The same ads relentlessly hound you everywhere you go, and it often feels like there’s no escaping.
We harnessed the overwhelming vigor of 1:1 retargeting and crafted Bully Ads to catch influencers off guard to emulate the cyberbullying experience. Once the purpose of Bully Ads was revealed, they would then share their experience and amplify our cause online.
The outcome
Our approach was both unconventional and an industry first: we took mass programmatic ad banners and efficiently put them to work on a one-to-one marketing level. We circumvented ad policies. We had no source or brand. We simply bullied our target for days with no explanation.
As a result, The Canadian Safe Schools Network received an overwhelming amount of kindness in the form of donations.
