The Challenge:

To engage consumers to participate in Fortune Cares; “Post A Recipe To Make A Difference” campaign by influencing consumers to post a recipe using Fortune Noodles across their social media platform in exchange for a $5.00 donation to be made to local Los Angeles food banks.

For influencing a $5.00 contribution, consumers had a chance to win one of 10 cash prizes. One $500.00 winner for best recipe and nine honorable mention winners of $100.00. 

JSL Foods also contributed $25,000.00 directly from its sales of Fortune Noodles.

Strategy:

We then prioritized Facebook and Instagram where we could be most effective in reaching and engaging our targeted audience. Our social voice and persona were focused on building a shared connection between existing customers and introducing Fortune Noodles to a whole new group of consumers in supporting our goal of providing meals to families facing food shortages due to COVID-19. The campaign was tracked by having all participants post the hashtag #FortuneCares on all user generated content.

We created over 30+ pieces of social content per week with selected posts optimized to increase awareness of “Post A Recipe To Make A Difference” and to influence consumers to post a recipe using Fortune Noodles.

Our ad units supported key messaging that included linked posts for recipe inspiration, visual storytelling, geo-targeting ads that integrated Fortune Noodle products that successfully drove in-store sales.