Overview
In 2021, Klipdrift launched Friends With Purpose — a heart-led campaign built around real South African friendships doing extraordinary things for their communities. From greening public spaces to creating job opportunities, these stories highlighted what’s possible when purpose and friendship collide.
The challenge was to go beyond storytelling and turn audience inspiration into tangible support for grassroots changemakers. That’s where Brownie Points came in.
The Project
Klipdrift partnered with Brownie Points to digitise the call-to-action behind the Friends With Purpose campaign. Two inspiring friendship stories were featured, each tied to real community initiatives. The public could support them by signing up for four missions — including donating equipment, sharing skills, contributing time, or offering financial support.
Through the platform, supporters could engage directly, log their contributions, and track collective impact in a transparent, people-powered way.
Success
- Shared 2 powerful stories of friendship-driven community upliftment
- Launched 4 missions open to the public
- Tracked 16 total actions taken by engaged supporters
- Turned brand storytelling into direct, measurable social action
- Reinforced Klipdrift’s identity as a brand that celebrates purpose, not just product
Friends With Purpose showed that when stories are paired with simple digital tools, inspiration can lead to real-world change — one friendship at a time.