CAMPAIGN OVERVIEW

This Multi-Campaign program included 99 Instagrammers and 11 bloggers.

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.