2021 | Peruvian Cancer Foundation | Non-profit
My Role: Strategy Director
FPC | Dear Jeff Bezos
The Peruvian Cancer Foundation is the oldest Non-profit organization helping cancer patients in Peru. In 2020 they started an e-commerce “Promos con Corazon” their big challenge was to make the website popular in the middle of an enormous competition provoked by the e-commerce explosion in 2021.
How do we steal from the rich?
Ok, let me rephrase that; what if we “borrow” some web traffic from the biggest Peruvian e-commerces? We won’t have their media budgets, but we have people's share of voice.
“Dear Jeff
Could you please close
your website for a couple of days?”
We thought only a kid
could think that was possible, but it turned out that more than 2.1 million people, media, and brands thought that was possible too.
Our virtual letter became viral immediately, and we had the biggest sale in our history, beating our goal by 225%
and more than US$300K in a free press.
And, of course,
we are now in touch with Jeff’s office ;)