Donations for push-ups on ukrarmor’s birthday

Promodo came up with and executed a creative idea for a social media campaign to celebrate ukrarmor’s second anniversary – a Ukrainian military gear brand. The goal was to boost audience engagement and build a strong association that ukrarmor is a top-tier military gear brand.

They organized a fundraising challenge for military needs, but the twist was getting people to participate.

So, users were invited to film themselves doing push-ups and post the video in their Facebook and Instagram stories. The number of push-ups would then be multiplied by 10, and ukrarmor would donate that amount to a cause of the participant’s choice. This allowed everyone to contribute to an important cause while supporting multiple fundraising initiatives.

The challenge quickly gained traction, with ukrarmor’s followers, mainly soldiers and volunteers, participating and spreading the word. Unexpectedly, participants started posting videos of entire groups and military units doing push-ups together.

As a result: ukrarmor donated 938,610 UAH to targeted fundraising efforts. 

The activity lasted for three days, during which the post gained 505,405 impressions, with 385,548 of those being organic, 8,566 likes, and 5,056 shares. 

In fact, the reach was much larger, as the videos were seen by followers of each participant. The agency tracked only the actual number of posts: 1,800+ participants, 92,706 push-ups, and a donation of 20,000 UAH to the largest single fundraising effort. 

Audience engagement (ER) for the activity reached 21.65%.