Gozoop - Xpress money play for a cause case study

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Xpress Money decided to begin the New Year by helping the underprivileged in society as part of H.O.P.E, their consolidated sustainable corporate responsibility platform.

Gozoop suggested leveraging the strong Facebook community of Xpress Money and bring users together to help Xpress Money donate an amount towards a noble cause.

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Gozoop - Xpress money play for a cause case study

  1. 1. Overview:Xpress Money decided to begin the New Year byhelping the underprivileged in society as part ofH.O.P.E, their consolidated sustainable corporateresponsibility platform. Gozoop suggestedleveraging the strong Facebook community ofXpress Money and bring users together to helpXpress Money donate an amount towards a noblecause.Background:Gender disparities in India continue to exist,where out of a 100 girls below poverty line, only19 girls reach class V. Xpress Money decided to dotheir bit towards bridging this gap to empowerthe girl child.Concept:Gozoop developed a Facebook game in whichusers had to compete against each other to scorehighest points by assembling a jigsaw puzzle. Itwas pledged to the users that Xpress Money willdonate 1/3rd of the highest score towards theeducation of underprivileged girl children. Byplaying the game each user brings Xpress Money1 step closer to helping young girls who aredeprived of basic rights like education.Approach:Xpress Money acquired over 2900 fans andpromoted the contest via Facebook ads andengaging wall posts. Xpress Money posted emotionallyappealing content Strong call to actions accompaniedvisually appealing creative They used Facebook Marketplace ads andPromoted postResults: 11302 game plays 2915 fans added Promoted post ads in Newsfeed received 22xhigher click through rate than ads on the righthand side Xpress Money sponsored the education of 51underprivileged girl children in India.“We have been deeply engaged with thecommunity as a brand and are constantlylooking to extend a helping hand to the needywhenever possible. H.O.P.E is ourconsolidated effort to try and bring about asocietal change; this was a small initiative inthe realm of bigger plans. We are also veryengaged with the community that visits ourofficial social media pages and are happy thatthe Jigsaw puzzle helped us achieve customerengagement for a good cause. Social media isa great platform to harness positive change,and we will continue to innovate with moresuch initiatives in the future that marry socialmedia with societal change.”- Mr. Vinesh Nair,Vice President - Global Marketing andCorporate Communications

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