In Denmark, there are nearly a quarter million people feeling lonely. Often it is elderly people, who have difficulties getting out of their homes to meet other people. Therefore, innocent launched the campaign The Big Knit, where lonely people meet to knit small hats and have fun together. Goodbye loneliness. The beautiful message spread out and thousands of small knitted hats created awareness about the project. It became our task, and the longer the hats went out, the more money innocent donated to help lonely citizens.
First, we needed to get the Danish people knitting at home. No knitted hats, no celebration. We created attention about The Big Knit campaign by engaging bloggers and carefully selecting ambassadors that we used for videos and to target national media. We secured local media coverage by creating live knitting events in supermarkets, which created a great amount of attention. The campaign was a viral success and it even went across the Danish boarders – it was hard not to share and like pictures of the knitted hats on the statues in Copenhagen.
We received more than 50,000 knitted hats in all colors, shapes, and in all imaginable and unimaginable themes. Beautifully positioned on top of innocent’s smoothies, every hat secured 2 DKK to the Red Cross' work against loneliness. Donated by innocent. The campaign was featured in 8 lifestyle magazines, 12 local media and 15 independent blog posts were written by our ambassadors. Innocent’s videos reached many online media and almost 300,000 unique users.
In Denmark, there are nearly a quarter million people feeling lonely. Often it is elderly people, who have difficulties getting out of their homes to meet other people. Therefore, innocent launched the campaign The Big Knit, where lonely people meet to knit small hats and have fun together. Goodbye loneliness. The beautiful message spread out and thousands of small knitted hats created awareness about the project. It became our task, and the longer the hats went out, the more money innocent donated to help lonely citizens.
First, we needed to get the Danish people knitting at home. No knitted hats, no celebration. We created attention about The Big Knit campaign by engaging bloggers and carefully selecting ambassadors that we used for videos and to target national media. We secured local media coverage by creating live knitting events in supermarkets, which created a great amount of attention. The campaign was a viral success and it even went across the Danish boarders – it was hard not to share and like pictures of the knitted hats on the statues in Copenhagen.
We received more than 50,000 knitted hats in all colors, shapes, and in all imaginable and unimaginable themes. Beautifully positioned on top of innocent’s smoothies, every hat secured 2 DKK to the Red Cross' work against loneliness. Donated by innocent. The campaign was featured in 8 lifestyle magazines, 12 local media and 15 independent blog posts were written by our ambassadors. Innocent’s videos reached many online media and almost 300,000 unique users.
