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


How to soothe dry skin

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