In September 2017, Texas, Louisiana and Florida were ravaged by hurricanes Harvey and Irma. Numerous people were killed, millions of people were evacuated, and countless homes were destroyed by the unprecedented storms.
To combat the devastation and raise funds for those in need, a variety of celebrities gathered together in the evening of Tuesday 12 September for “Hand in Hand: A Benefit for Hurricane Relief.” The show aired live across multiple major American television networks and streamed live on social media channels including Twitter.
Twitter engaged Proxima to help their users to get involved with the fundraiser and donate to help the impacted communities.
At 1am Pacific Time on Tuesday 12 September, @handinhandfund tweeted organically, asking fans to like or retweet to show their support for those in need.
When a fan either Liked or Retweeted the tweet, they received a response from the @handinhandfund handle, powered by Iris, with a message on how they could support those in need.
The live fundraising concert and telethon broadcast lasted for an hour and was screened on television as well as streamed live on Twitter. On Twitter, viewers could simultaneously watch the show and and a live feed of Twitter users commenting on the #HandinHand hashtag.
The campaign gained incredible organic traction from retweets from some of Twitter’s largest and most influential personalities, like Justin Bieber, Ellen Degeneres, Lady Gaga, Justin Timberlake and Kim Kardashian who helped to spread the word
The total donations announced at the end of the evening were over $14 million USD. Proceeds from the event will go to charities like the Rebuild Texas Fund, United Way, and Feeding Florida.
The auto-response campaign only ran for 14 hours but during that time, over 74k unique users who received the auto reply tweet retweeted that reply, leading to an organic tweet reach of over 57 million Twitter users.