72andSunny
Campaign: Fill the Plate
Client: Tillamook
In 2016, I led the campaign strategy for #RealFoodSunday–a social media effort to get people eating Real Food, at least 1 day a week.
The effort was engineered with a robust influencer campaign and diverse content to inspire and equip fans to eat Real Food. As the year came to a close we wanted to extend the campaign to those struggling with hunger by creating a giveback campaign during the holiday season.
Our main goal was to use our Real Food mission for good and raise awareness about families who do not have access to Real Food and further solidify Tillamook as an innovative leader in the Real Food conversation.
We leveraged our #RealFoodSunday platform to drive awareness and incite action by using the hashtag as a mechanic for donation during a one-day, real-time digital food drive.
In partnership with the creative team, I helped create content to promote the campaign by using the empty plate emoji as a reminder that empty plates exist in real life for nearly 1 in 5 kids who don't get the food they need.
We partnered with No Kid Hungry to donate 50 meals to families in need every time someone donated on social. We launched on a Sunday in December and asked people to donate by posting the empty plate emoji + #RealFoodSunday.
To raise awareness we seeded the campaign via our army of #RealFoodSunday influencers and created engaging video assets to spread the word. During the activation we live tweeted donation milestones and actively engaged with every donator by tweeting custom 'Thank You' gifs.
This social media powered campaign was a runaway success, some of the results:
-A total of 500,000 Real Food meals were donated to families in need.
-#RealFoodSunday mentions increased by 60x the week of the activation.
-Within 6 hours, we were the trending topic on Twitter in Los Angeles, Portland, and Seattle, Tillamook's key markets.
-We received 26 million earned impressions, partly in thanks to celebrities like William Schatner, a.k.a. Captain Kirk, who showed unsolicited support and tweeted on behalf of our cause.
The runaway success of the campaign was recognized by The Shorty Awards and Shorty Social Good awards, winning in the following categories:
Finalist in best use of Twitter and emojis.
Best Mobile Campaign
Best campaign on a shoestring
Category winner: food & beverage
Cause winner: poverty & hunger