We packaged the cause in a way that people could connect with and created a campaign that they could get involved with- The Journey of Hope.
We recruited renowned adventurer, Riaan Manser, to take on a gruelling 42-day 4100km journey across the country. The geo-coordinated route spelled the word ‘Hope’ across the South African map and took him to charities in five provinces, where he ate as the children did- only half the calories his body needed.
Every year, the KFC Add Hope Initiative raises money to help feed malnourished children across South Africa. This year’s challenge was to create more of an emotional connection with our supporters by showing them the impact that this feeding scheme has in a way that they could relate to.
During this campaign, the Add Hope microsite was transformed into a content-rich visual diary that documented this epic journey in detail.
Followers were able to view Riaan’s progress with a real-time map that showed his current location, his average speed as well as the distance travelled so far. Followers could also check up on his vital stats that were updated daily and included his body weight along with his average heart rate.
Video diary posts, weekly documentaries and images were also uploaded along the way, so that thousands of supporters could watch as Riaan battled against the elements, the road and his own body to complete his gruelling journey.
Followers across South Africa could get involved to support the fight against hunger and help fuel Riaan along the way. By simply tweeting #AddHope, they could increase Riaan’s daily food intake and give his body what it needed to keep going. Once his daily maximum was reached, all excess tweets were converted into more meals for charities within the Add Hope feeding scheme.
Campaign Results Summary
Riaan Manser completed his 4100km Journey of Hope and gained many KFC Add Hope supporters along the way. During the campaign, the site generated 8,482 visits with 24, 420 page views. 14% of those who visited the site returned to view its dynamic content more than once. And with the 1898 tweets of support that followed, it was clear that many South Africans wanted to get involved in KFC’s fight against hunger.