Al Hilal Bank’s ‘Art of Donation’ campaign draws biggest response from Twitter

Al Hilal Bank has announced that its unique ‘Art of Donation’ charity campaign was a huge success particularly over the internet, where it received over 84,000 ‘smiles.’

The campaign ran for the entire month of Ramadan 2013 and involved the use of special machines installed at the Dubai Mall, Abu Dhabi’s Marina Mall, Al Hilal Mall Branch beside the Corniche, and Al Jimi Mall in Al Ain to digitally collect smiles from people. The initiative was carried by various social media channels, including Instagram, Twitter and Facebook, where Al Hilal even had a special app commissioned for the campaign. It managed to trend in Twitter, with 2 million views and 6,000 tweets logged at the #DonateMySmile hashtag just 24 hours after launch.

Twitter emerged as the top online platform, gathering 81,751 smiles. Instagram came in second with 1,861, followed by Facebook with 964. The participating banks plus Al Hilal’s Mall Branch collectively received 19,006 smiles.

“We were very pleased with the public’s positive response to our smile campaign, which further uplifted the spirit of generosity embodied by the Ramadan season. A lot of needy people will smile through these donations.  It was also a fulfilling opportunity for Al Hilal Bank to showcase its innovative approach even in its community work,” said Mohammed Jamil Berro, CEO, Al Hilal Bank. 

The first-of-its kind, technology-enabled ‘Art of Donation’ campaign embodies Al Hilal Bank’s commitment to impactful community work and social development in general.