Ace Saatchi & Saatchi claims over a million engagements with its anti-internet predator campaign

Ace Saatchi & Saatchi claimed its ‘Project Unfriend’ video for the Internet and Mobile Marketing Association of the Philippines (IMMAP) has garnered over one million engagements and 3.2 million views. The campaign was aimed at children and teenagers as well as their parents and teachers to make them aware of the danger of online predators.

The campaign began with a video launched last November, National Children’s Month in the Philippines.

It also involved Ace Saatchi creating four fake Facebook accounts that accumulated 300 friends each in the 13 to 16 year demographic, demonstrating how easily teens in the country were willing to add even total strangers.

After three months, each Facebook friend on the fake accounts was personally messaged and led to the official video and page.

Speaking about the approach to Mumbrella, Ace Saatchi & Saatchi executive creative director Greg Martin III said: “In doing the project, the team felt that equally as important as creating a compelling video, was having an impactful way to deliver it to the target.

“So, the entire exercise of befriending teens on Facebook then sharing the video through private message served as a demonstration of how easy it is to let cyber-predators in their lives.”

A case study video from Ace Saatchi & Saatchi discussed the results of the campaign.



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