McCain

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McCain Foods Shares Something Good

The challenge:

The Felicity team was tasked with breaking through the holiday hoopla to make news about a community giving initiative by McCain Foods Canada.

What we did:

  • Rather than simply announcing McCain’s good news, the Felicity team engaged Canadians in helping make McCain’s donations to Food Banks Canada even bigger – creating a story that would resonate more deeply by virtue of a shared public goal
  • Our team designed the #ShareSomethingGood campaign, inviting Canadians to share their good news stories on social media, and triggering a $5 donation to Food Banks Canada from McCain for every share with the hashtag #McCainShareGood.
  • The Felicity team developed a media and blogger outreach program to help spread awareness of the campaign through branded prize incentives.

The results:

  • The campaign surpassed its benchmarks, earning more than 3 million media impressions, nearly four times our initial targets.
  • The campaign was featured across Canada on top-tier networks like CTV News, CityLine, Global News, Canada AM, as well as given coverage by popular brands like Food Network Canada and Canadian Living.
Skills

Posted on

May 8, 2016

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