WATERisLIFE: Venmo Micro Hack by Deutsch

Agency: Deutsch
Client: WATERisLIFE
Date: Jul 2016
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Deutsch recently created a campaign for nonprofit WATERisLIFE to help the organization spread its message. On July 4, Deutsch monitored payment app Venmo to see what people were paying for. The agency then clicked on individuals' names and sent them a micro payment of one cent. It then used the 2,000 character caption to create what Deutsch said were "real-time targeted ads" that included messages like “1 cent can’t buy you pizza. But for just 3 cents, you can buy someone clean water for a day.” The messages were automatically published to that person's news feed as well as Venmo's global news feed. According to Deutsch, over a 24-hour period, nearly 1,000 people received the ads disguised as payment descriptions, costing the charity only $10.

Credits

Chief Digital Officer, NA: Winston Binch

Chief Creative Officer, NA: Pete Favat

Chief Creative Officer: Dan Kelleher

Executive Creative Director: Menno Kluin

Creative Directors: Sam Shepherd, Frank Cartagena

Copywriter: Fanny Josefson

Art Director: Ilana Wolstein

Associate Design Director: Brian Gartside

Design Intern: John Sampson

Editors: Aaron Schillinger, Matt Mullen

Sr. Post Producer: Francess Tom-Sahr

Digital Producer: Alisyn Trani

Developer: Marina Brodskaya

Project Managers: Marea Grossman, Michelle Ziff

VO Talent: Phoebe Halkowich

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