Corporate responsibility is a cornerstone of building a meaningful brand. People connect to brands that believe in supporting the community and various social causes. An effective communication strategy is tied to giving consumers the power to express their values and emotions by doing things that matter in their lives.
In partnership with Kellogg, Facebook, Feeding America and Ashton Kutcher’s production company, Katalyst - Vitrue is thrilled to be a part of the Kellogg Cares initiative in support of fighting hunger. One in six young children live on the brink of hunger in 26 states in the U.S., according to report issued by Feeding America. The rate of food insecurity in young children is 33 percent higher than in U.S. adults, where one in eight live at risk of hunger.
Leveraging the power of social media, our collective efforts are focused on raising awareness of the epidemic of hunger in the United States and creating action. The goal is to reach people through social media, educate them on the various actions they can take to make a difference and provide the means to easily share and spread the word with their friends. Demi Moore who directed the “Fighting To End Hunger” video for Kellogg and Feeding America, leveraged user generated video content around the issue of hunger and is now encouraging its viral distribution via Facebook, Twitter, YouTube and other social channels.
Kellogg Cares on Facebook
This program does not have a light-hearted entertainment value like other social programs out there and is not a heavily designed execution with large graphics, flash files, etc…. Rather, the Kellogg Cares page and experience leverages the strength and simplicity of the Facebook platform and utilizes this highly effective communication channel by offering a place for people to share, discuss and support the causes that matter most. We are huge supporters of the integrated approach Kellogg has taken by using multiple messaging platforms like Twitter and YouTube to drive people to the Kellogg Cares Facebook page and then messaging the fans of the page at consistent times with valuable content.
Across Vitrue’s philanthropic programs, we have seen tremendous engagement and on average consumers spend greater than 5 minutes on interacting with these sites.
Supporting causes like Susan G. Komen, Promoting Peace (Ben & Jerry’s), managing the Captain Sully (US Airways) profile page, and across other “non-cause” related brand properties on Facebook, Vitrue has seen 40:1 activity ratio of fans to actions for wall posts (clicks, comments likes) showing greatest success to those that are most relevant and offer value to the reader. In other words, for every 40 people that are fans on the page, one person takes an action on a wall post like a wall comment, wall like, discussion comment, photo/video view or wall click which is an exceptional level of engagement.
Facebook provides an unparalleled environment for engagement. The social actions we take on Facebook act as megaphones signaling to our circle of friends what we care about most and why they should too. Typically, we use our “social influence” to drive the behavior of others, and in many cases for causes that are inheritably “good” like Kellogg Cares.
I encourage you to fan the Kellogg Cares page, spread the word, and donate. This is an important issue that needs our attention and collective momentum. By simply fanning the page, offering a comment or submitting a donation your actions have a powerful and critical ripple effect.
