How to Do Cause Marketing Right With Influencers
Reprinted with permission from MediaKix. See the original here.
Walmart Teamed Up With Influencers To #FightHunger
Walmart is known for its charitable contributions, and in 2017, it partnered with seven major influencers to spread the word. With its “Fight Hunger. Spark Change.” campaign, Walmart committed to donating $0.09 to Feeding America — a network of food banks seeking to fight hunger — for every like, share or comment on the influencers’ Instagram posts. Walmart donated an initial $1.5 million to Feeding America and capped additional donations at $1.5 million.
Teaming up with influencers like Logan Paul, Rosanna Pansino, and Sydney Leroux Dwyer, Walmart donated a total of $3 million to the organization. The campaign’s reach and engagement was massive, generating millions of likes and hundreds of thousands of comments. Logan Paul’s post garnered over one million likes on its own, and Walmart’s top influencer partners had a total combined following of nearly 30 million users. Like the Boxed Water ReTree Project and Red Nose Day campaign with M&M’s, Walmart’s campaign encouraged engagement and action, but with a smaller commitment. Simply liking, commenting, and sharing resulted in direct action. Moreover, there wasn’t a content creation requirement from audiences. Walmart got millions of people involved in the effort, and that translated to an incredible amount of exposure focused on its brand and charitable giving.
