When the world is focused on Black Friday and consumerism, how can GoFundMe swing the cultural moment to a more positive, sustainable place? This twist on the most famous shoppping holiday invited shoppers to engage in a new way.
Not only did it encourage responsible consumption, but it solved a business problem: Lots of people want to spend money on Black Friday, but no one thinks to spend it on GoFundMe.
Reframe Internet searches for Black Friday deals into GoFundMe searches. And draw surprising connections between famous consumer brands and fundraisers that could arguably do better things with that money.
Simple, headline-driven posts invited people to alter their Black Friday behavior, for good.
"Brilliant"
"GoFundMe SNAPPED on this one"
"This is so good"
Strong reactions from our community, brand partners, and influencer sharing drove consumers to think about consuming in a whole new way,
