ConAgra Foods Child Hunger Ends Here

Challenge: ConAgra Foods reached out to The Motherhood for help in supporting their Child Hunger Ends Here campaign, engaging mom influencers and their audiences to publish social media posts using a dedicated hashtag that would result in meal donations for kids nationwide.

Solution: The Motherhood enlisted 30 mom bloggers to publish two blog posts and multiple social media posts each over the course of six months, along with participating in two Twitter parties to raise awareness about the initiative and facilitate additional donations.

To learn more about the campaign, four of the program bloggers also met directly with the brand team at a mom blogger conference. They used that information to share details and encourage fellow influencers to tweet with a dedicated hashtag throughout the conference to trigger additional meal donations.

Results: Based on the results of their efforts during the three days of the conference alone, the hunger initiative resulted in more than 186,000 meal donations to Feeding America. The program overall resulted in more than 3 million meal donations and 100 million blog and social media impressions, and the brand team reported that campaign bloggers were the third-largest driver of traffic to the website where people could enter product codes to trigger donations.