Café de Coral wanted to market their offline charity campaign with social media.  The fast food giant launched a social altruism campaign that asked Hong Kong citizens to consider the famine-stricken and address environmental concerns.

An offline campaign solicited people to consume less rice, which would decrease wasted food and limit global warming through controlled energy expenditure.

From 10 October to 6 November, Facebook users amassed donations, decreased waste and cut global warming by joining the Café de Coral Campaign.  Through the social altruism campaign, Café de Coral donated $1 for each of these steps:

• “Like” the campaign
• Share the cause
• Request less rice at the restaurants

The Social Media Broadcasts’ social analytics system tracked user participation to determine the total donated amount.

One week into the campaign garnered 63,397 potential impressions!