Objectives

RAPP decided to raise the bar on what an agency holiday card could be, and tapped into a key pillar of our culture to make a holiday card that our employees and clients truly cared about.

At RAPP we our mantra is: Be Smart. Be Creative. Be Kind.

For the 2015 holiday season, during a time when so many troubling events were taking place, we wanted to spread our kindness all over the world.

Strategy and Execution

The idea was to bring to life small moments of kindness, and show that collectively, small acts can make a big difference.

A good deed, such as "bring books to a shelter for kids", would be chosen by a client, and a RAPPster would carry out the good deed on that client's behalf, and record the moment on a social media.

Around the world, RAPPsters carried out hundreds of meaningful acts of kindness. They posted creative, photographic representations of their act on their own social networks, and all of the shared acts were compiled in real-time into a photo collage on Tumblr.

The gamified experience and RAPPsters' enthusiasm built momentum and fostered engagement throughout the campaign, helping set RAPP's holiday card apart from the rest.

How it worked:

• Animated Email: Clients were sent an email first thing on Friday morning. With mobile-first elegant animation and simple instructions, recipients were invited to choose an act of kindness, and a RAPPster would carry it out on their behalf.

• Social Promotion: On Facebook, LinkedIn, Twitter, and Instagram, followers of RAPP were invited to participate in submitting acts, further socializing the campaign. The posts were customized to each channel, making use of video animation and still images.

• Gesture-Driven Landing page: On the mobile-first landing page, the gesture-driven interface prompts visitors to get started. Upon gesturing, an animation reveals an act of kindness—such as "Help someone carry their groceries home" or "Pay a toll for the person behind you." Users could choose to have the act carried out, or reveal a different act.

• Real Time Response: Once submitted, RAPPsters started carrying out acts of kindness immediately, and they continued over the next three days. As acts were carried out, photos of the acts were posted on social media, and compiled onto our Tumblr page. Once a client's chosen deed was fulfilled, they were sent an email inviting them to see their act in action.

• Tumblr Visual Album: RAPP collected photos of the acts of kindness that were captured in the moment, and created an album on Tumblr. The visual platform was the perfect repository for all the acts. Visitors could see the momentum building. RAPPsters, even though different across the country and throughout the world, worked together as one to make the world a better place, one small act of kindness at a time.

Results

The "Acts of Kindness" holiday card campaign exceeded everyone's expectations in both client and employee engagement, worldwide.

Clients were eager to engage with the interactive experience, with emails achieving an astonishing open rate of 47%, and 52% of those who engaged submitted an act.

Client engagement continued throughout the campaign. 25% of those who submitted an act went to see it in action on the Tumblr page. And 55% of people who visited came back multiple times, to see more photos as they were added.

In total, 889 acts of kindness were submitted, and these acts were carried out across the U.S. in our NYC, LA, San Francisco, and Dallas offices, and internationally in the UK, France, and Brazil.

"Acts of Kindness" gave life to moments of kindness around the world. And thanks to RAPPsters' creativity and eagerness to share on social media, we could all see it happening, in real-time.

Media