Godrej Appliances has a long history of being a socially responsible brand that has always been looking out for opportunities to give back to society.
Instagram which has 16 Million+ active users in India, sees thousands of food photos being 'flaunted' (uploaded) every day, along with use of the hashtag #instafood. However, on the contrary, one quarter of all the World's Undernourished Population lives in India.
Food being one of the major domains related to the brand, we decided to plan a campaign towards undernourished children & contribute towards bridging this gap in a way that was simple, effortless for consumers yet impactful enough.
Given the 'flaunting' of food on Instagram via millennials and the philanthropic nature of the Godrej Group, we decided to turn vanity into charity. All people had to do, was simply TAG the brand's Instagram handle @GodrejMicrowaveOvens the next time they uploaded a food photo using #instafood.
For each tag received, Godrej Appliances helped feed one underprivileged child in association with ISKCON Annamrita.
The campaign launched on 14th November (Children's Day) with a 360 Degree Photo on Facebook that explained the ease in participation. Social content included daily Instagram Stories and engaging GIFs which made sure we connected to all types of foodies using #FlauntToFeed, Facebook Live for the FBAI Awards event etc.
The campaign microsite www.FlauntToFeed.com explained the initiative and featured a LIVE counter of all the entries coming in.
Over 200,000+ users engaged with the campaign on Facebook & Instagram.
We generated over 1 Million Impressions on both platforms.
Using a powerful Platform-Specific Insight with an effective mix of social media and influencers, Godrej Appliances shared some festive cheer in the New Year. Together, our followers & food bloggers helped provide nutritious meals to 1,672 children through the campaign. More importantly, the objective of letting the world know about Godrej Microwaves was effectively accomplished.
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