How Jamie Oliver used UGC to spread the word about Food Revolution Day

British celebrity chef Jamie Oliver is leading a Food Revolution. The goal: improve the health and happiness of future generations through food. His aim: shape health and well-being by providing access to the right information and revolutionizing the way people feed themselves, as well as their families.

On May 20, Jamie led a global celebration called Food Revolution Day. After kick-starting a relay of live videos on his own Facebook page, Jamie shared cooking demonstrations, advice, and discussion. He then handed the relay over to the first of ten other countries across six continents – the marathon broadcast attracted over 50 million people worldwide and broke the record for the longest-ever Facebook Live campaign!

#FoodRevolution content showcased in a social hub

The Food Revolution website showcased food revolution events and stories from around the world in a Stackla-powered social hub. Visitors were encouraged to join in the conversation using the hashtag #FoodRevolution.

An interactive social map showcases global participation

Using Stackla’s ‘geo-location’ functionality, the team at Jamie Oliver created an interactive social map that allowed users to click on pins to display the user-generated content from that region. Each piece of UGC is tagged with a flag of that country and a Call to Action to sign up to the Revolution.

A strong start for the Food Revolution

In the following two weeks, the Food Revolution website saw over 500,000 visitors from 221 $2countries. More than 12,000 pieces of user-generated content were posted during the event and the total social reach exceeded 100 million on Facebook.  And this is just the start – Jamie and his team will continue to drive support for the Food Revolution and put pressure on governments and businesses to take action towards a healthier, happier future for us all.

Results:

• 1.4 billion – the total Twitter impressions on the #FoodRevolution hashtag across Jamie’s content, high-profile celebrity support, and public posts
• 700,000 revolutionaries signed up to support the cause and help make positive meaningful change
• 1,000 new ambassadors on board and working actively now for the revolution, bringing the total to 3,007
• 19 million estimated impressions of people who saw press coverage in the UK

And a word from Jamie…

“One of the key objectives of the Food Revolution is for people to act as one single voice to help make the world a healthier, happier place. Thanks to the huge efforts in such a short amount of time from the lovely people at Stackla, that voice came to life on our interactive ‘social map’ and helped make the Revolution bigger than ever. So I want to say a massive thank you to the team at Stackla for being so helpful and being such a key part of the success of Food Revolution. Big love JO x”