Singaporean NGO hits PR goldmine, gains love from Ashton Kutcher

BillionBrick, a local non-profit firm founded by architects, launched a video showcasing its extreme weather tents called winterHYDE, which are easy to put together and made to protect the user from harsh winters.

The company, which works with Happy Marketer for its digital strategy got a pleasant surprise when Hollywood celebrity Ashton Kutcher, whose sharing of the video made it go viral.

According to Prasoon Kumar, founder and CEO of billionBricks, the shout out by Kutcher came as pleasant surprise, especially since the team was in regions where posts were inaccessible. Kutcher’s post has amassed 3.1 million views and 49,000 Facebook reactions.

The concept first made waves after appearing on Mashable where founder Prasoon Kumar demonstrated how to put the tent together in a fast, DIY fashion. Kumar added that as the world enters into the era of new global sustainable development goals, popular celebrities could help highlight difficult issues such as homelessness as a priority issue.

"This can help accelerate the search for more robust, sustainable and long-term solutions," he added.



According to Prantik Mazumdar, managing partner at Happy Marketer, there was no magic formula to the campaigns success. One reason could be because the product itself addressed problems which are real, current and critical in today’s world, especially in war-torn countries such as Syria, where homeless is a vast issue.

"The product not only targets the idea of providing a home, it also targets environments where winters are especially harsh. It is a scalable and sustainable solution as the materials are easy to find and the DIY tent is easy to construct," he said.

Check out how the tent works here in a seasonal time laspe:


"Let's keep the momentum alive, the conversations going, and together help propel our mission of ending homelessness forward," Kumar added.