One of my favorite case studies is the “All You Need is Love” project created by one of our offices abroad for Starbucks. This was presented to us in a conference we did last April when we launched our own Digital Lab here in our Philippines office.
It was a successful campaign that highlighted the use of UGC or user generated content. The aim of the project was to ask people to submit their own version of the All You Need Is Love song and Starbucks would donate on their behalf to the Global Fund to help fight against AIDS in Africa. The campaign was successful not just in bringing people together from all over the world, but also in the sense that it illustrates that if people come together for a good cause, they can achieve anything. Watch the video and see how people from 156 countries sang a beautiful song and at the same time, they helped fight against AIDS. The video (at the time of posting) has 1.8M views.
On December 7th, 2009 at 1:30pm GMT Starbucks invited musicians from all over the world to sing together at the same time to raise awareness for AIDS in Africa. In that one breathtaking moment, musicians from 156 countries played “All You Need is Love” together. Watch now, as musicians from all around the world come together to share a song.
Join in by lending your own voice to http://StarbucksLoveProject.com. Watch streaming video from countries around the world and then join in by singing All You Need Is Love yourself. For each video submitted, Starbucks will make a contribution to the Global Fund to help fight against AIDS in Africa. You can also help increase the Starbucks contribution to the Global Fund by submitting a drawing to the Love Gallery.
The global sing-along is part of our continuing efforts to help fight AIDS in Africa. In just one year, in partnership with (RED)™, Starbucks has generated money equivalent to more than 7 million days of medicine to help those living with HIV in Africa.