2016 marked the second year of Citi and No Kid Hungry partnership's fight to help end childhood hunger in America. As a key effort of the partnership, each year Citi encourages its cardholders to participate in its Dine & Do Good program: every time a Citi cardmember spends $5 or more when they dine out with their Citi card, Citi will donate enough to No Kid Hungry to provide 10 meals for kids in need. Whether it's a fancy restaurant or ordering delivery, dining with Citi means doing good. Each year Dine & Do Good is launched, Citi takes to social to spread the word.
Our goal? Spread awareness of Citi's support of No Kid Hungry and ultimately donate $1MM with the help of our cardmembers, while also increasing Citi's Brand Favorability.
The most impactful result of No Kid Hungry's efforts is the positive impact it leaves on children benefiting from healthy meals. Citi wanted to enable its dining audience's strong passion for doing good by showcasing this impact. To do this, Citi focused on moments of emotion: the pure joy a child feels when they're eating something healthy—something they truly enjoy. To bring this emotional response to the forefront, Citi developed a series of photography and slow-motion videos that captured the sheer happiness on a child's face during their first playful bites into a delicious meal. This social-focused campaign was promoted on Facebook and Instagram for the duration of the Dine & Do Good program.
Citi saw significant brand lifts in key areas. There was 6-point lift in Association of Citibank with No Kid Hungry's effort to help end childhood hunger, as well as a lift of 5 points in Favorability towards Citibank after seeing their recent campaign. Other results include:
Most importantly, we reached our $1MM goal, or 10 million meals to children in need, in half the time that was forecasted. And we helped make some children happier and healthier across the country!
