Title | THE FEEDING POST |
Brand | WHIRLPOOL |
Product/Service | WHIRLPOOL |
Category |
B03. Social for Mobile |
Entrant
|
WUNDERMAN THOMPSON Milan, ITALY
|
Idea Creation
|
WUNDERMAN THOMPSON Milan, ITALY
|
Production
|
WUNDERMAN THOMPSON Milan, ITALY
|
Credits
Lorenzo Crespi |
Wunderman Thompson Italy |
Chief Creative Officer |
Fabrizio Pozza |
Wunderman Thompson Italy |
Creative Director |
Gianluca Sales |
Wunderman Thompson Italy |
Creative Supervisor |
Giuliana Lo Porto |
Wunderman Thompson Italy |
Art Director |
Roberta Remigi |
Wunderman Thompson Italy |
Digital Strategy Lead |
Barbara Maggioni |
Wunderman Thompson Italy |
Client Leader |
Giulia Zanaboni |
Wunderman Thompson Italy |
Account Executive |
Background
Whirlpool Instagram profile was flat. The challenge was to increase the awareness of the brand on this channel, doing something relevant for the cooking category and the Covid-19 economic emergency. The client needed to get closer to the customer, showing its support in a really tough moment. Our team found an interesting, entertaining way to help the population while increasing brand awareness.
During the Covid-19 emergency the request of food to national food bank increases dramatically.
Describe the creative idea
Transforming a food selfie into a real meal, to help people in need. For each photo shared with the hashtag #feedingpost and the tag @whirlpool_italia or @whirlpool_france, Whirlpool has donated the equivalent in cash for a real meal at Banco Alimentare in Italia and Banques Alimentaires in France.
Describe the strategy
At the end, we boost the Whirlpool's Instagram profile, reaching more than 5.000.0000 of impressions in France and in Italy The Instagram feed was full of UGC with thousands of food selfie, showing the beauty of cooking and in the meantime doing something good thanks to Whirlpool.
The target was Whirlpool followers (progress life achievers).
Describe the execution
The campaign developed on France and Italy Instagram channels thanks to Instagram stories and posts by various influencers..
The first story was posted on June 16, 2020 on Instagram France and Italy channels simultaneously.
List the results
The result of the action was 5.000.000 of impressions and 6.000 donated meals.