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 let’s people turn their food pics into actual meals for those in need.

First we joined forces with Oz Harvest to prepare our meals. Then for every pic uploaded to social platforms with our hashtag, we provided one meal for someone less fortunate. We then shared the idea via Jane Lynch.

Richard Branson and some of the world’s best chefs cooked up a social and PR storm, Jamie Oliver discovered it organically and shared it with his millions of followers - dramatically increasing our reach.

We then created our own cookbook and Australia’s best known gelato brand created an ice cream flavour to help further the campaign.

The objective was to cost effectively spread the brand position via PR, digital, social and earned media.

248,000 #’s = 248,000 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

First we joined forces with Oz Harvest to prepare our meals. Then for every pic uploaded to social platforms with our hashtag, we provided one meal for someone less fortunate. We then shared the idea via Jane Lynch.

Richard Branson and some of the world’s best chefs cooked up a social and PR storm, Jamie Oliver discovered it organically and shared it with his millions of followers - dramatically increasing our reach.

We then created our own cookbook and Australia’s best known gelato brand created an ice cream flavour to help further the campaign.

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 position - Making Mobile Better. What better way to demonstrate this than a campaign where people could literally be involved in making mobile better by helping to change a trivial behaviour into something much better.

Due to limited budget in comparison with our competitors we used a ‘social by design’ strategy – this meant our idea was engineered to be spreadable to maximise PR, earned media and social media interest.