DDA2019
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The Girl Shop
The Danish Collection 2019 aimed to strengthen the world's vulnerable girls. Those who never get an education. Those who are forced to kill as child soldiers. Those who get married off to men who could be their fathers. Those who become mothers while they are children themselves. Our task was, in 28 days, and for a limited budget, to create as much involvement in the case as possible up to the big fundraising show at DR. The Danes are full of distress and misery and have developed a fine-mesh apocalypse filter. Therefore, the reality the world's vulnerable girls live with is a reality we prefer to close our eyes to. We would create a suitable interference that could penetrate the filter and create conversation. We created The Girl Shop, a pink e-shop, with products that at first glance could stand on every little girl's wish list. But upon closer inspection, each product is a visual translation of the brutal reality that is commonplace to the world's vulnerable girls. To drive traffic to the site, we produced a movie for social media, in the same pink e-commerce aesthetic. We also created a separate Facebook page for the purpose. Facebook: https://www.facebook.com/thegirlshop.dk/ DANSK Baggrund Opgaven: Danmarks Indsamling 2019 havde til formål at styrke verdens udsatte piger. Dem, der aldrig får en uddannelse. Dem, der bliver tvunget til at slå ihjel som børnesoldater. Dem, der bliver giftet væk til mænd, der kunne være deres fædre. Dem, der bliver mødre, mens de selv er børn. Vores opgave var, på 28 dage, og for et begrænset budget, at skabe så stort engagement i sagen som muligt op til det store indsamlingsshow på DR. Løsning Udfordring: Danskerne er mætte af nød og elendighed, og har udviklet et fintmasket apokalypse-filter. Derfor er den virkelighed verdens udsatte piger lever med, er en virkelighed vi helst lukker øjnene for. Løsning: Vi ville skabe en passende forstyrrelse, der kunne trænge igennem filteret, og skabe samtale. Vi skabe The Girl Shop, en lyserød e-shop, med produkter der ved første øjekast kunne stå på enhver lille piges ønskeseddel. Men ved nærmere eftersyn er hvert produkt en visuel oversættelse af den brutale virkelighed, der er hverdag for verdens udsatte piger. For at drive trafik til sitet, producerede vi en film til de sociale medier, i samme lyserøde e-commerce æstetik. Vi oprettede en særskilt facebook side til formålet, for at holde illusionen til pads længe. Webshop: https://thegirlshop.dk/ Facebook: https://www.facebook.com/thegirlshop.dk/ Resultat Resultat: Vi skabe både en shitstorm og en lovestorm. Mange lod sig rive med, og skammede kampagnen i kommentarerne, men endnu flere tog den i forsvar, og udtrykte deres sympati til kampagnen. Faktisk var The Girl Shop den Danamrks Indsamling kampagne der har skabt størt engagement i de 13 år indsamlingsshowet har eksisteret. Præcise tal: Periode: 28 dage Mediespend: 147.216,57 kr. Unikke personer nået i alt: 862.717 Visninger: 2.899.679 Videotal: 566.317 videovisninger (både organisk og paid), 171.609 antal sete minutter (2860 timer, 119 dage) Klik til webshop: 32.628 klik/26.240 unikke klik Delinger: 1070 Reaktioner: 4530 (Fordeling af reaktioner: Vred: 340 / Elsker: 295 / Ked: 152 / Like: 3671 / Wow: 255 / Haha: 558 ) - < 1000 reaktioner på kommentarer Kommentarer: 4775 (English translation + Google translate) Background The task: The Danish Collection 2019 aimed to strengthen the world's vulnerable girls. Those who never get an education. Those who are forced to kill as child soldiers. Those who get married off to men who could be their fathers. Those who become mothers while they are children themselves. Our task was, in 28 days, and for a limited budget, to create as much involvement in the case as possible up to the big fundraising show at DR. Solution Challenge: The Danes are full of distress and misery, and have developed a fine-mesh apocalypse filter. Therefore, the reality the world's vulnerable girls live with is a reality we prefer to close our eyes to. Solution: We would create a suitable interference that could penetrate the filter and create conversation. We create The Girl Shop, a pink e-shop, with products that at first glance could stand on every little girl's wish list. But upon closer inspection, each product is a visual translation of the brutal reality that is commonplace to the world's vulnerable girls. To drive traffic to the site, we produced a movie for the social media, in the same pink e-commerce aesthetic. We created a separate facebook page for the purpose, to keep the illusion to the pads long. Webshop: https://thegirlshop.dk/ Facebook: https://www.facebook.com/thegirlshop.dk/ Result Result: We create both a shitstorm and a lawstorm. Many were taken aback and shamed the campaign in the comments, but even more took it in defense, expressing their sympathy for the campaign. In fact, The Girl Shop was the Danamrks Collection campaign that has generated a lot of involvement in the 13 years the collection show has been around. Exact numbers: Period: 28 days Medical donation: SEK 147,216.57. Unique persons reached in total: 862.717 Views: 2,899,679 Video count: 566,317 video views (both organic and paid), 171,609 number of minutes viewed (2860 hours, 119 days) Click to shop: 32,628 clicks / 26,240 unique clicks Shares: 1070 Comments: 4530 (Distribution of reactions: Angry: 340 / Love: 295 / Sorry: 152 / Like: 3671 / Wow: 255 / Haha: 558) - <1000 comments on comments Comments: 4775
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