Virgin Mobile #mealforameal

Campaign overview
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 turns people's food pics into actual meals for those in need. First we partnered with Oz Harvest to provide our meals. We then set up our hashtag and went about sharing via social media, PR and advertising. For every pic uploaded to Facebook, Twitter and Instagram with our hashtag we then provided one meal for someone less fortunate.

Campaign stats
328,000 #’s = 328,000 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