Case studies

World Food Program USA (WFP USA) wanted to capture the next generation of donors. To do this, they developed a Reels-first campaign and partnered with creators from diaspora communities in Ethiopia, Afghanistan and Ukraine, giving them the five staple ingredients typically 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 not only learned about these recipes, but they also heard stories of the creators' culture and homeland along the way, 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, bearing in mind best practices of front loading the main message and strong branding, designing for sound on and vertical format, and leveraging a strong call to action.

WFP USA and the creators posted the episodes in partnership with one another 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 maximise reach and measure brand lift.

The "Recipes for Peace" campaign drove significant lift in ad recall (+5 pts), brand awareness (+7.1 pts) and campaign awareness (+6.3 pts). WFP USA was also able to drive lift in the younger demographic, increasing brand awareness in 18-24 year-olds by 6.8 pts and 25-34 year-olds by 6 pts. As a result of the partnership, creators from the diaspora community helped WFP USA reach new audiences and engage their overall audience in a new and immersive way.