Gleaners Food Bank of Indiana
2023 Hunger Action Month Campaign
Grassroots Development • Influencers • Paid Digital
overview
In September 2023, Bohlsen Group partnered with Gleaners Food Bank of Indiana to execute a comprehensive campaign for Hunger Action Month. This campaign aimed to raise awareness and generate donations for the organization. The campaign employed a diverse media mix, combining organic social media, paid digital advertising, influencer collaborations and grassroots initiatives to achieve its objectives.
Campaign reach
The campaign achieved an estimated reach of over 1 million individuals within the Indianapolis DMA. This substantial reach was critical in spreading the message and inspiring action during Hunger Action Month.
Goal The primary goal of the paid digital component was to drive traffic to the Gleaners Hunger Action Month landing page and encourage donations.
Target Audience The campaign strategically targeted individuals aged 25-65+ who were most likely to donate to charity, had previous interactions with Gleaners and supported human rights causes. For the geotargeted portion of the media mix, high-income zip codes within the DMA were specifically targeted.
Paid Digital Results The results of the paid digital efforts led to more than 800,000 impressions and 6,500 clicks.
paid digital
To amplify the campaign's reach and impact, Bohlsen Group enlisted the support of six Instagram influencers. Each influencer had a unique following, and their combined reach helped raise awareness about Hunger Action Month.
influencers
Bohlsen Group executed an extensive grassroots effort by distributing posters and table tents to over 180 Indianapolis businesses. These materials served as vital tools to raise awareness about Hunger Action Month and encourage patrons to contribute to the cause.
