A Meal For The Body And Soul
What has a share got to do with caring? What power can there be in a like? If you have asked yourself these questions when thinking about social media campaigns aimed at social responsibility, then we have a beautiful true story to share with you: the story of Chevrolet’s 2015’s Ramadan social initiative.
Chevrolet Arabia approached us with the idea to offer workers residing in selected labour camps within each selected city an iftar meal. We liked the idea and brainstormed on how to promote it the best in a very busy time of the year when all the brands want a share of the public. Our research has led us to an important insight: the fact that most people did not believe their social media actions would translate into action in the offline world. But what if a share meant actively contributing to the campaign?
One Share – One Meal For One Worker
We found this excellent way to link the online efforts with offline actions by empowering users to offer a meal simply by writing a post with the hashtag #ChevyCares. For each post, Chevrolet would offer one meal to a worker. To engage people and enhance the organic reach of the campaign, we focused on the emotional side of Ramadan. So we invited users to tell what Ramadan means to them on a personal level by posting a selfie video of them with the hashtag #ChevyCares.
As a result, engaging in this campaign meant nourishment for the body and soul as well. For each user that posted about the campaign, one worker would receive an iftar meal and, on the other hand, each user involved in #ChevyCares got the chance to share their personal thoughts and emotions about Ramadan.
Great Reach And Engagement Are Possible Even With A Tight Budget
18.000 meals were donated by Chevrolet, which means that 18.000 people filmed themselves while saying what Ramadan meant to them and posted the video with the hashtag #ChevyCares. Moreover, the campaign reached 4.9 million people across three countries in only four weeks.
What #ChevyCares teaches us is that greatness is not restricted by budget. It is the idea that matters and how you implement it. The idea of getting on a personal level with the consumer, listening to them and empowering them to take action is what drove this campaign’s success. 18.000 workers received an Iftar meal because 18.000 people donated through social media activities. And we proved just how easy donating can be when you have an excellent idea and the support of a great brand.
Traffic is a full-service digital marketing consultancy with over 90 full time staff based in four offices across the GCC. The company provides integrated and professional online business solutions designed to help clients grow through innovation and creativity; whether driven through web, social, content, mobile, search or advertising channels. The digital team are experienced technologists and marketers who have worked globally for some of the biggest network agencies, on some of the world’s biggest brands.
Today Traffic is proud to have worked with over 300 clients in 25+ industries including multinational clients such as Unilever (11 brands), HSBC, General Motors, Revlon, General Electric, PwC, Emaar, Etihad, Mamas & Papas and Carrefour.
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