MasterFoods, one of Australia’s biggest food brands, inspired Australians to #MakeDinnertimeMatter by reminding them who the most important people in the world really are.

We needed long-form storytelling outside of TV, to generate maximum reach with a limited budget, so opted for an online film (YouTube/Facebook) as the heart of the campaign.

The video went truly viral reaching over 88 organic views in just 8 weeks.

Social posts, outdoor and print advertising ran as support to the online film helping the campaign gain further traction.

This additional media further promoted the campaigns dedicated hashtag which was used across social channels and was the tool that allowed the audience to show how they were making dinnertime matter.

In the first 2 months:

- Over 88 million organic views of the film across YouTube and Facebook

- Over 1.2 million shares of the film

- Australia's 4th most shared ad of all time.

- PR reach of over 160 million people (6 times the population of Australia).

- 979% increase in organic reach on the brands Facebook page during the 2 month campaign period (vs 2 month period before)

- 1312% increase in shares on the brands Facebook page during the 2 month campaign period (vs 2 month period before)