"5 Wells in 5 Days" Campaign

The "5 Wells in 5 Days" campaign was launched on a Monday. The goal was to raise enough money to drill 5 new wells in South Sudan. The full force of digital marketing was used—social media, blogs and articles, web presence, video, and paid advertising. In just 48 hours, the campaign exceeded expectations, funding 12 wells —equivalent to $600,000. The campaign would go on to raise more than $1 million.