The results were unprecedented. In only a few days, Twitter Tap’s single tweet received over 9000 retweets and replies, and received 8.2 million social media impressions. The success of that one tweet alone, enabled Arwa to donate more than 200 000 litres of clean water to refugees.
Creative Execution
The media department took the idea of encouraging people to reconsider the value of clean water and targeted social media as the ideal platform to develop the simplest donation system - Twitter Tap. They shared a single tweet, and for every retweet or reply Arwa donated five dirhams to provide clean water to Syrian refugees. To drive the campaign, they posted a daily diary of Nour on Twitter and Instagram, showing the harsh realities of life in Zaatari refugee camp. And as donations came in, a dynamic header on Twitter allowed people to see the water being cleansed in real-time.
Insights, Strategy and the Idea
Since the Syrian conflict began, 9 million people have been displaced and huge refugee camps have been set up in neighbouring countries. They are now safe from the dangers of war. But ironically face a new enemy, a lack of clean water. Arwa, a well respected bottled water brand in the region wanted to change that by encouraging people to reconsider the value of clean water. Knowing that you can’t put a price on clean water, we didn’t. We launched the Price of Water campaign that asked people to pay for water what they feel it’s worth. Then developed the easiest donation system ever - Twitter Tap. We shared a single tweet, and for every retweet or reply we donated five dirhams to provide clean water to Syrian refugees.