Whirlpool Instagram profile was flat. The challenge was to increase the awareness of the brand on this channel, doing something relevant for the cooking category and the Covid-19 economic emergency. The client needed to get closer to the customer, showing its support in a really tough moment. Our team found an interesting, entertaining way to help the population while increasing brand awareness.

During the Covid-19 emergency the request of food to national food bank increased dramatically.

Transforming a food selfie into a real meal, to help people in need. For each photo shared with the hashtag #feedingpost and the tag @whirlpool_italia or @whirlpool_france, Whirlpool has donated the equivalent in cash for a real meal at Banco Alimentare in Italia and Banques Alimentaires in France.

At the end, we boost the Whirlpool's Instagram profile, reaching more than 5.000.0000 of impressions in France and in Italy The Instagram feed was full of UGC with thousands of food selfie, showing the beauty of cooking and in the meantime doing something good thanks to Whirlpool.

The target was Whirlpool followers (progress life achievers).

The campaign developed on France and Italy Instagram channels thanks to Instagram stories and posts by various influencers.

The first story was posted on June 16, 2020 on France and Italy Instagram channels simultaneously.

The result of the action was 5.000.000 of impressions and 6.000 donated meals.