Would you give the shirt off your back or the food off your plate to help another? Glad believes that communities are built around human connections and giving back to those around you. By sharing stories of what people are doing every day to help their communities, others are inspired to get involved. Glad recognized the role its products play in giving around the country, so through its Glad to Give campaign set out to lend a hand in an even bigger way. Glad set out to use its platform and share of voice to help encourage acts of kindness and demonstrate how one act of giving can inspire another through an integrated marketing campaign. Primary campaign PR goals included:
On the cusp of the holiday season, the most recognized time for giving, Glad launched another year of its Glad to Give campaign. For this next go round, the brand not only wanted to make giving easier but also celebrate the people who would "give the shirt off their backs" – ultimately working towards motivating its brand audience to take part in the Glad to Give movement. Through media placements, celebrities and online Influencers alike, the brand put together a campaign of arresting imagery and real stories that showed real people giving back in a big way.
Glad enlisted the help of famous celebrity philanthropists – actor Tyrese Gibson, lifestyle expert Ayesha Curry, champion boxer Andre Ward and viral online sensation Kid President – to each tell their personal story of giving captured through video and imagery. This content series launched across social via our celebrity partners and Glad Facebook carousel adds, which drove to GladtoGive.com.
We tapped online influencers and social stars to turn emotion into action by engaging their communities to start an online movement using #GladtoGive. Through authentic and engaging storytelling, content creators shared the many ways they give back to those in need via blog post and supporting social shares across platforms with a simple call-to-action: What are you glad to give? Families, neighbors and kids across the country shared personal giving stories or nominated someone they believed to be particularly generous using hashtag #GladtoGive for the chance to be featured on GladtoGive.com. Select giving stories from every day consumers where brought to live through video and images as well.
Influencers also communicated additional ways in which consumers could get involved through a partnership with Glad and WE Charity, an international charity and education partner helping communities to rise above poverty. For each Glad product purchased in the month of January, Glad donated to WE to provide one meal for a person in need – total donation was more than $300,000.
The Glad to Give campaign garnered over 209 million impressions, shattering our original goal of 100 million impressions through 47 media placements in national and local outlets like PEOPLE magazine, The Huffington Post, PR Week and the East Bay Times.
The campaign's video series generated over 2.4 million online views.
#GladtoGive was used online more than 14,000 times and social engagement generated 164 million impressions.
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