The Glad Products Company believes that communities are built around human connections and giving back to those around you. They also believe that by sharing stories of what people are doing everyday to help their communities, inspires others to get involved.
Recognizing the role their products played in in-kind giving around the country, The Glad Products Company sought out to use their platform and share of voice to help encourage acts of kindness and demonstrate how one act of giving can inspire another through an integrated marketing campaign, Glad to Give. Primary campaign goals included:
On the cusp of the holiday season and largest time for giving, The Glad Products Company launched the second year of its Glad to Give campaign. For this next go round, the brand not only wanted to make giving easier but also celebrate the people who would "give the shirt off their backs" – ultimately working towards motivating the brand audience to take part in the Glad to Give movement. Through media placements, celebrities and online Influencers alike, the brand put together a campaign of arresting imagery and real stories that show real people giving back in a big way.
Glad enlisted the help of famous celebrity philanthropists including: actor Tyrese Gibson, lifestyle expert Ayesha Curry, champion boxer Andre Ward and viral online sensation Kid President to tell a personal story of giving. Stories were brought to life through a video and imagery content series launched across social via celebrity Twitter, Facebook and Instagram handles along with GLAD Facebook carousel adds. Images and video showcased each philanthropist giving the shirt off their back, food off their plate or socks off their feet to inspire their followers and communities to give back.
In addition to celebs, the team partnered with online influencers and social stars to turn emotion into action by leveraging their social impact to start an online movement using hashtag #GladtoGive. Through authentic and engaging storytelling, content creators shared the many ways they give back to those in need via blog post and supporting social media shares via Twitter, Facebook, Instagram and Pinterest starting a social rally and prompting their audience to share what they're #GladtoGive. Glad users across the country shared personal giving stories or nominated someone they believed to be particularly generous using hashtag #GladtoGive on Twitter and GLAD's Facebook page for the chance to be featured on GladtoGive.com.
The real story submission of Chucky Williams, a twelve-year-old who took his personal heartache and turned it into helpfulness quickly caught Glad's eye. After losing his father, Chucky was determined to honor his memory by donating toys to sick children. He set a goal to collect a storage unit full of toys to donate to his local children's hospital for the holidays. To his surprise, the Glad team matched Chucky's efforts and filled a semi-truck-sized storage unit with toys to donate on his behalf. Chucky's story was captured on video and featured on GLAD's Facebook page and GladtoGive.com for all to see.
In addition to the content series, the Glad brand asked their users to put their money where their mouth is in support of a retail activation in partnership with WE Charity, an international charity and education partner helping communities to rise above poverty, and create awareness for hunger across the globe. For each Glad product purchased in the month of January, Glad made a donation to WE equalling one meal. This allowed the brand to get people sharing and caring through the holiday season and beyond.
To date, the Glad to Give campaign has garnered over 189.7MM impressions, shattering our original goal of 100M impressions through 47 media placements in outlets like People Magazine, The Huffington Post, PR Week and the East Bay Times.
Celeb giving stories, Chucky's real story and the campaign anthem video have generated over 2.4M views.
With the help of celebrity philanthropist and online influencers, we succeeded in inspiring real acts of giving with over 6.2k #GladtoGive hashtag uses of people sharing their personal giving stories.
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