Pin a Meal. Give a Meal. shared the real stories of Americans who face hunger every day, in their own words, on pin-worthy images. Every time someone pinned one of the stories or a Land O’Lakes recipe, he or she not only triggered a donation of 10 meals to Feeding America, that person also helped spread the word about this problem across the social network.

The two-month Pinterest campaign included nearly 100 pins with the stories as well as pin-worthy graphics and recipes. Pins were boosted strategically to particular geographic areas to show the real people in those communities who would be helped by the campaign.

To take advantage of organic monthly traffic on LandOLakes.com, every recipe on the website included a call to action — pin to give — right on the image. The entire Land O’Lakes digital ecosystem, including Facebook, Twitter, Instagram, a dedicated landing page and a special email to fans, supported the campaign. Land O’Lakes co-op members were encouraged to participate and help spread the word.

Land O’Lakes’ exclusive team of blogger ambassadors, including social media and blogging powerhouse Ree Drummond, The Pioneer Woman, created brand-new recipes for the campaign and participated in a live cooking demonstration and pinathon on Google Hangouts.

Within two months, the stories were pinned 348,000 times, resulting in 3.15 million meals for Feeding America, one of the largest donations in 2015. The campaign generated 132 million owned and organic media impressions, which was double our goal.

The Today show picked up on the movement, featuring influential blog partners demonstrating their hero recipes and encouraging viewers to pin.

Feeding America reported that Pin a Meal. Give a Meal. generated more positive chatter than other corporate partnerships. Land O’Lakes gained 5,128 new Pinterest followers, many attracted by the company’s commitment to its values. Sharon Miller commented, “Thank You, Land O’Lakes! I truly appreciate what you do for communities, and it makes me glad that you are a staple in my house.”