This was a pilot project for Comic Relief created in association with the BBC

The pilot proved that users were willing to donate on Facebook, to use PayPal and to buy gifts for their friends

Key learnings were that Facebook's viral loop takes a few days to get rolling - the 4th day of the campaign saw the most donations (the pilot was too short - instead of daily videos, weekly videos would have been better) and that we needed to keep reminding gift recipients (some friends who'd received a paid for cracker never came to collect it)