[Case Study] Godrej feeds 1,614 kids with #InstaFood

Brand

Godrej

Agency

WAT Consult

Godrej Appliances held a clear vision to contribute their bit to the society by encouraging nourishment for under-privileged kids through their digital endeavors.

Objective

The objective of the campaign was to use Instagram as a platform to enable the digital audience to contribute to the cause of feeding underprivileged children, while also generating goodwill for the brand.

Execution

Instagram is the platform that encapsulates thousands of food pictures everyday usually uploaded by millennial, using various hashtags #InstaFood being one of them.

This hashtag served as a perfect opportunity for brands to leverage this popular habit of Instagram users. With that thought in crux, the brand launched its digital campaign titled ‘Flaunt to Feed’ on Children’s Day. The initiative primarily on the photo-sharing app promised to channel the social media frenzy around food to provide these children with necessary nutritious, wholesome and hygienic meals prepared in the kitchen which nourishes both, body and soul

All people had to do was simply tag the brand’s Instagram handle the next time they uploaded a food photo using #instafood. For every tag received, Godrej Appliances helped feed one underprivileged child. So each time you relished a yummy dish & decided to flaunt it online, that simple & effortless action could help feed a child - A unique way to crowd-source for a social cause.

The brand joined hands with ISKON Food Relief Foundation’s ‘The Annamrita Project’ for the initiative which aims to liberate children from the vicious cycle of malnourishment and illiteracy.

The brand leveraged on the 360 degree feature to spread their message for the cause and created illustrations through bright, scrumptious food pictures.  Social content including Instagram Stories and engaging GIFs made sure the brand connected to all types of foodies.

The brand also collaborated with the Indian Food Blogger’s Association (IFBAI) Awards which saw eminent food bloggers come together and support the campaign. The FBAI saw merit in the cause and promoted this initiative via their Twitter handle, post the event.

Influential personalities in the Food and Beverage industry such as Ranveer Brar, Rajita Tiwari spoke about how the campaign is a simple yet powerful way to make a difference in someone’s life.

Food bloggers like wishkeyaffairs and debbiedares contributed by tagging the brand’s Instagram handle on their food photos.

Results

Together, fans and bloggers helped provide nutritious meals to 1672 kids through this campaign that reached out to more than 62 lac people on Instagram with over 2 lac engagements.

Using this platform and specific insight with a mix of social media and influencers, Godrej Appliances managed to share some festive cheer this New Year.