#WHYIFEEDAMERICA

KRAFT HEINZ / SOCIAL MEDIA & INFLUENCER CAMPAIGN

SUMMARY

To raise awareness and donations around the holiday season for Feeding America, the nation's third largest nonprofit organization, a full-scale social media and influencer campaign was launched. The campaign showcased recognizable celebrity partners volunteering at local food banks and relaying why they give using the hashtag #WhyIFeedAmerica.

This content spurred individuals and food banks across the country to share their #WhyIFeedAmerica stories, furthering the campaign's exposure and reach. In addition, branded content and imagery was created and distributed to Feeding America's vast network of food banks across the country to post on their social channels.

THE RESULTS

  • 18% increase in monthly donations compared to prior year

  • Over 30% increase in social media impressions, reach and engagement levels

  • Established new campaign model used for future initiatives

MY ROLE

  • Wrote copy and designed graphics for all social posts

  • Actively engaged with consumers in real-time tweeting about the campaign

  • Conducted active listening for mentions, tags, comments, influencer activity, media coverage and other engagement opportunities

  • Generated reports on activity levels, engagements, sentiment and reach; utilized findings to guide campaign tactics

  • Worked closely with influencers' representatives to ensure messaging and content alignment

CAMPAIGN ELEMENTS