Kia Canada's #PowerToGive
Kia Canada has helped Canadians get around with safety and confidence for more than 20 years. It wanted to give back to our country with a unique CSR (Corporate Social Responsibility) initiative that would make a meaningful difference in Canada through the COVID-19 pandemic.
Our Strategic Objectives team was delighted to conceive, facilitate, and hit the ground running with an original Kia Canada #PowerToGive partnership with Food Banks Canada that made good news, inspired others in the automotive sector to step up and give back, and helped hungry Canadians from coast-to-coast.
The challenge
Drive Generosity In Turbulent Times
The solution
Pivot to the #PowerToGive
We engaged Kia employees, the national network of 195 dealers, and customers to connect with local food banks and support hunger relief efforts at both community and regional levels. Our efforts included forging a national partnership with Food Banks Canada, writing and distributing a national and regionalized news release, and securing Tier A automotive, news, and lifestyle media coverage by leveraging key brand and food bank spokespeople for interviews.
We coordinated Press Fleet logistics to facilitate food bank deliveries and staff transportation at locations like the Daily Bread Food Bank in Toronto, Greater Vancouver Food Bank, and Moisson Laval Food Bank in Quebec. Additionally, we arranged Press Fleet wraps to ensure Kia branding appeared in photos with food bank partners. We developed communications and web content for Kia’s internal and external messaging rollout to key stakeholders, including employees, dealers, and customers. Finally, we engaged trusted social media influencers to share news of Kia’s #PowerToGive initiative, showcasing the Kia Press Fleet in action at food banks across Canada.
Kia Canada’s #PowerToGive CSR program was a huge success and exceeded all objectives and KPIs. This impactful initiative championed national hunger relief and positioned Kia as a reliable, trustworthy automaker that is committed to caring for Canadians’ safety.
The results
Driving Social Good
- 400K meals donated to Canadians in need
- 8 Kia vehicles loaned to food banks in Toronto, Vancouver, and Montreal
- In June 2020 Kia experienced its best sales month ever in its 20 year history in Canada
- 18.1+ Million Media Impressions (3X our campaign Goal)
- 185 Posts, Articles and Broadcast Features
- 100% Positive Coverage
Results
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