The objective of Prank It FWD was to turn the conventional notion of pranks on its head to spread positivity and promote change. Through a digital focused series we surprised deserving individuals with acts of kindness. Our focus was those who in some way have faced challenges but continue to persevere or devote their lives to a cause. Our goal was also to support a charitable organization that shared our passion for positive social change, and whose efforts reach a shared millennial audience. For every 1,000 views and shares, we donated $1 to our chosen charitable partner DoSomething.org.
| Our top ranking YouTube talent and media brands—including SMOSH, AWE me, Clevver, and ScreenJunkies—helped bring Prank It FWD to life through a series of original digital content to prank deserving "targets" who were nominated by their loved ones. The campaign received powerful promotion via DEFY's owned media network—reaching our 64MM+ total YouTube subscribers and significant social following—as well as a dedicated PR campaign to drive awareness and sharing. PIF also leveraged support from mainstream celebrities, public figures, and organizations including Michelle Obama, Jennifer Lawrence, Access Hollywood, the Los Angeles Clippers, Emma Watson, Dwayne "The Rock" Johnson, and Hoda Kotb, all who helped drive mass media success to further spreading positivity to a wide global audience. Since the launch in 2014, Prank It FWD has "pranked" many individuals including a struggling veteran with a job and a personal message from Michelle Obama, and a new home for a dedicated housekeeper who suffered from health problems and struggled to pay rent, and many more. In 2015 we worked with Jennifer Lawrence and The Hunger Games cast to help a SMOSH fan with Duchenne Muscular Dystrophy to spread awareness of the disease. Our additional pranks included surprising a couple with their dream wedding after the bride's bout with cancer had financially put their wedding plans on hold, and a massive adoption event for a woman who had devoted her life to rescuing dogs. |
Results/ROI
PIF has succeeded in sparking a movement around the globe, changing the lives of many deserving individuals in significant ways:
