TABLES TURNED: ETHIOPIANS IN NEED
HELP GERMANS IN “HELPTORIALS”
The German NGO Menschen fuer Menschen believe we should all help each other. Thanks to the internet full of tutorials, that’s never been easier.
So in order to raise awareness for the charity, we used this to turn the tables: Ethiopians help us – with personal tips in “Helptorials” that answer
the problems we search for on YouTube and social platforms.
An interest-based targeting strategy ensures users only see relevant Helptorials that answer their specific problems. On YouTube for example we used
ad words to hijack related tutorials which placed Helptorials as pre-rolls to them. On Facebook and Instagram we used interests and life events.
At the end of each video viewers can help Ethiopians back with a donation.
WATCH ALL HELPTORIALS HERE
LifeAdvice
How to get over depression
How to get over someone
How to avoid stress
How to make a good first impression
What to do if your partner cheats on you
How to deal with a relationship crisis
Beauty
DoItYourself
How to make a rain cape
How to make a football
How to clean leather shoes
Cooking
How to bake gluten free bread
How to cook vegetarian, but protein-rich
What to serve last-minute guests
What to serve last-minute guests
How to cook a typical Ethiopian dish
Fitness/Running
How to avoid nausea while running
How to tie running shoes properly
How to prevent muscle soreness
How to stay motivated even when you lose
What to eat during a marathon
How to prevent side stitch
How to train for a marathon
Parenting
How to tie a baby sling
How to soothe a crying baby
What to maintain a vegetarian diet during pregnancy
How to pacify a teething baby
How to support a grieving friend
How to motivate kids to help in the household
How to ease morning sickness