Campfire launches influencer campaign for Unicef Switzerland
To reach new target audiences for UNICEF Switzerland, the “#emptyplates” awareness campaign—developed by the digital agency Campfire.ch—relies on a powerful visual: empty plates in the age of “food porn.”.
Many young people proudly present their food to the whole world every day. On the occasion of World Food Day on October 16, Unicef Switzerland has called on people to share an empty plate with the hashtag #emptyplates. The aim of the campaign is to draw attention to over 1.4 million severely malnourished children fighting for their lives in Nigeria, South Sudan, Somalia and Yemen.
"Reaching new target groups is becoming increasingly difficult today. The algorithms of the social media platforms don't make it any easier for us to generate reach and awareness without a large media budget," says Marc Uricher, Head of Campaigns and Digital Media at Unicef Switzerland.
Reach with the help of influencers
For the first time, Unicef Switzerland worked with influencers and food bloggers as authentic multipliers in this campaign. Combined with active community management, social ads and the use of the new Facebook Camera Effects, a large amount of user-generated content was created and shared in a very short time. The result is an enormous reach with a minimal budget as well as authentic attention for hungry children.
"In this first awareness phase of the fall campaign, Unicef first has to earn the interest, trust and attention of new target groups. Due to the increasing ignorance of promotional content, influencers and the right choice of channels and topics are essential," says Dirk Unger, creative director and concept developer at Campfire.
