#GoBackGiveBack Challenge: Gopuff and Boys & Girls Clubs of America
Gopuff, a customer order fulfillment company that delivers cleaning, home, baby, pet, and medical products as well as food and drink to consumers, was offering a much-needed service at a time when consumers were staying out of stores. But as the pandemic helped the company grow, Gopuff recognized that the very communities it was serving needed help. Gopuff searched for a partner that could make an impact in those communities and realized that the Boys & Girls Clubs’ COVID19- Relief Fund was responding to the urgent needs of youth and families in their local communities—eventually becoming virtual learning centers for kids who needed access to high-speed internet.
The #GoBackGiveBack Challenge called on participants to post pictures of themselves as children to social media in a campaign that generated donations to the Boys & Girls Clubs’ COVID-19 Relief Fund. Born during the pandemic, the program, which also encouraged participants to get friends and family to share childhood photos, recognized that the lockdowns and social isolation caused by COVID-19 was hitting hard in many communities around the country.
Customers, donors, supporters, and celebrities were encouraged to participate in Gopuff’s #GoBackGiveBack Challenge and for each post, Gopuff donated $5 to the Boys & Girls Clubs’ COVID-19 Relief Fund and pledged to match all donations up to $1 million. It even pledged on #GivingTuesdayNow to quadruple donations. The social media campaign resulted in 27.9 million total impressions, reaching 20.3 million individuals. It garnered more than 25 million media impressions, including in Forbes, People, Page Six, CNN, and more. More than 22,000 photos were shared, raising more than $1 million and generating more than 400,000 impressions, and the Boys & Girls Clubs of America was able to raise $100,000 more than last Giving Tuesday, thanks largely to Gopuff’s match.
The program increased awareness of Gopuff and of BGCA, created a positive way for consumers, future customers, donors, and friends to engage with the brand, and created an easy and fun way for consumers to generate a corporate donation and encourage others to do the same. Celebrity participation outpaced expectations, with such stars as Justin Bieber, Scooter Braun, Mario, Lopez, Alessia Cara and many others participating.
The COVID-19 Relief Fund enabled BGCA to provide meals, emergency childcare for essential workers and first responders and virtual learning assistance.
