| Title | FLAUNT TO FEED |
| Brand | GODREJ APPLIANCES |
| Product / Service | GODREJ MICROWAVES |
| Category | E03. Innovative Use of Social or Community |
| Entrant | WATCONSULT - LINKED BY ISOBAR Mumbai, INDIA |
| Idea Creation | WATCONSULT - LINKED BY ISOBAR Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Sahil Shah | WATConsult | AVP - Operations & Media |
| Sabiha Khan | WATConsult | AVP - Account Planning & Strategy |
| Deepti Nair | WATConsult | Lead Account Manager |
| Vidhi Sharda | WATConsult | Account Lead |
| Mauli Dua | WATConsult | Digital Media Executive |
Given the flaunting of food on Instagram via millennials and the philanthropic nature of the Godrej Group, we designed a campaign wherein people had to simply TAG the brand’s Instagram handle @GodrejMicrowaveOvens the next time they uploaded a food photo using #instafood. For each tag received, Godrej Appliances helped feed one underprivileged child in association with ISKCON Annamrita. This helped put a casual consumer behavior built over the years to some good use.
The campaign launched on 14th November (Children’s Day) with a 360 Degree Photo on Facebook that explained the participation to users. The campaign microsite www.FlauntToFeed.com explained the initiative as well and featured a LIVE counter of all the entries coming in. We tied up with the FBAI (Food Bloggers Association of India) Awards wherein the campaign reached out to various food bloggers & influencers who later organically contributed to the campaign daily. Social content included Instagram Stories, engaging GIFs & illustrations through bright, scrumptious food pictures which made sure we connected to all types of foodies using #FlauntToFeed.
The campaign reached out to 1 Million+ users and over 200,000+ users engaged on Facebook & Instagram. Using a powerful Platform-Specific Insight with an effective mix of social media and influencers, Godrej Appliances shared some festive cheer in the New Year. Together, our followers & food bloggers helped provide nutritious meals to 1,672 children through the campaign. More importantly, the objective of letting the world know about Godrej Microwaves was effectively accomplished.
Instagram which has 16 Million+ active users in India, sees thousands of food photos being ‘flaunted’ (uploaded) every day, along with use of the hashtag #instafood. On the contrary, One Quarter of the World's Undernourished Population lives in India. We decided to bridge this gap by turning vanity into charity via our campaign that was aimed at providing nourishing meals to undernourished children.