CAMPAIGN OVERVIEW

This Multi-Campaign program included 99 Instagrammers and 11 bloggers who represented a wide variety of diverse backgrounds, niches, and followers in order to make sure the important messages were shared far and wide across social media platforms.

One campaign focused on spreading foster care awareness by having Influencers share Instagram updates of their child doing something they consider a “victory” using the hashtag #MFFKVictories. Influencers encouraged their followers to share victories using the the hashtag #MFFKVictories. For every hashtag mention, Mattress Firm made a donation to foster children.

As part of another campaign, the hashtag, #Donate4FosterKids, was also promoted when influencers and their children visited Mattress Firm locations, donated clothing, posted about the experience, and hosted a giveaway.

In a third campaign, pregnant influencers showed off their baby bumps using the hashtags #SleepingWithABump and #tbt.

HIGHLIGHTS

• The campaigns exceeded the contracted reach by over 25 percent.
• The campaign #Donate4FosterKids encouraged kids to be heroes through the Kid Hero campaign. Mattress Firm asked parents to submit a photo of their child making an impact on foster children. The photo entered the parent into a giveaway.