#EusesAlbani
Almost 600,000 Swiss Francs in 21 days, 2,625 supporters, 0 Swiss Francs advertising budget: With #EusesAlbani, Albani saved its location and proved what is possible when targeted storytelling mobilizes an entire city.
Campaign Management Media relations Social Media Management Strategy
Assignment & Goals
As Albani’s Head of Communications, Olivia Staub faced an extraordinary challenge in 2020: a real estate company intended to acquire the property on Steinberggasse – their long-term plans for Albani were unclear. Thanks to a right of first refusal, the team had the chance to buy the building themselves and secure Albani’s future long-term. For this, 500,000 Swiss Francs were needed, which had to be raised more or less overnight via crowdfunding.
Goals:
Kampagne
Develop an emotional campaign that motivates people to donate
Aufmerksamkeit
Generate media attention to organically maximize reach
Crowdfunding
Collect 500,000 Swiss Francs via crowdfunding
Insights
Strategy & Implementation
Under the claim #EusesAlbani, we spread the campaign purely organically. Instead of an advertising budget, we relied on emotions, strategic timing in media relations, and the help of the community to keep attention high during the campaign. With this strategy, we triggered a wave of solidarity that rolled far beyond Winterthur.
Kampagnenvideo
Production of an emotional video that highlights the history and significance of Albani
Social Media
Under the hashtag #EusesAlbani, we called on the community to share their personal Albani stories
Medienarbeit
Active media relations ensured coverage far beyond Winterthur media and the campaign period
Result & Impact
The campaign proved that an honest story has the potential to move people without any advertising budget. The dedicated Albani community made the seemingly impossible possible: this shows how valuable supporters are who feel heard, involved, and appreciated.