Recipes for Peace (World Food Program USA x Meta)
Role: Senior Manager, Digital Marketing & Advertising
Timeline: 2023
Strategy
In partnership with Meta, we developed a Reels-first campaign partnering with creators from diaspora communities in Ethiopia, Afghanistan, and Ukraine. These creators received the 5 staple ingredients typically found in a UN World Food Programme food basket to create recipes from their homeland, because sharing food helps connect us.
In an episodic series built for Reels, viewers learned about these recipes while hearing stories of the creators' culture and homeland, building empathy for the challenges around food scarcity and how WFP USA is helping to address them. Meta's Creative Shop worked with Dine Diaspora and VidMob to produce this campaign following best practices: front-loading the main message, strong branding, designing for sound-on vertical format, and leveraging a strong call to action.
WFP USA and the creators posted episodes in partnership as part of the "Recipes for Peace" campaign to drive awareness and bring people together to solve world hunger, one recipe at a time. These videos were also amplified as ads to maximize reach and measure brand lift, helping engage our audience.
Challenge
World Food Program USA wanted to capture the next generation of donors by building brand awareness and emotional connection with younger audiences (18-34 year olds). The challenge was creating content that would resonate authentically with Gen Z and young Millennials while educating them about global food insecurity.
Results
The campaign drove significant brand lift across key metrics, with particularly strong performance among younger demographics: +6.8pts brand awareness lift among 18-24 year olds and +6pts among 25-34 year olds. Campaign awareness increased by 6.3pts overall.
As a result of the partnership, creators from diaspora communities helped WFP USA reach new audiences and engage their overall audience in a new and immersive way, successfully connecting with the next generation of supporters through authentic storytelling.
Launch video for Recipes for Peace
+7.1 pts
Brand Awareness Lift
+6.8 pts
Awareness Lift (18-24)
+5 pts
Ad recall lift