The Campaign

In Australia television stations are ruthless around ratings - if you're programming doest rate, it gets cut. We decided to go for Social Media with our content idea as it gained more reach with a limited budget and was a better fit with the product and what the brand was setting out to demonstrate - Making Mobile Better.

Results

Virgin Mobile is outspent by rivals 20 to 1. So they often look to social media as a cost effective way of building and sharing the brand. We knew how irritating brand sponsored posts had become, so we decided to do something completely different in the social space - Build brand loyalty by changing a silly mobile habit into something much better. Introducing #mealforameal - the first service that let’s people turn their food pics into actual meals for those in need. First we joined forces with Oz Harvest to prepare our meals. Then for every pic uploaded to Twitter, Facebook and Instagram with our hashtag, we provided one meal for someone less fortunate.

We used social media posts from our talent, outdoor executions, a TVC, media placed around shopping centre food halls and celebrity content all urging people to hashtag their meals and turn them into meals for people in need.

248,000 #’s = 248,000 meals provided so far 51m+ interactions on Facebook, Twitter, Instagram & YouTube Social reach of 19.3m Engagement rate 3.9% v Industry standard 0.23% 665 pieces of coverage $1.8m in PR value Jamie Oliver and other world renowned chefs organically spread the campaign dramatically increasing our reach

Virgin Mobile is outspent by rivals 20 to 1. So they often look to branded content as a cost effective way of building and sharing the brand. We knew how irritating brand sponsored posts had become, so we decided to do something completely different in the social space - Build brand loyalty by changing a silly mobile habit into something much better. Introducing #mealforameal - the first branded service that let’s people turn their food pics into actual meals for those in need.