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360 for the Planet - Strategy

1% for the Planet members and fans submitted 360 videos to promote a healthy planet for Earth Day 2018, some of those videos made it to the interactive microsite!

 

Work → Earth Day 18


Earth Day 18 (#360fortheplanet)

1% For The Planet | Interactive Microsite

People don’t typically become donors overnight and, so our plan wasn’t to “propose on the first date,” we wanted to build an engaged audience so we can ask for donations when it makes the most sense, during “giving season.” The majority of users aren’t loyal to the 1% brand or cause just yet so this campaign was all about engagement & awareness. We aimed to expose the 1% brand to new, high value prospects while deepening the connection with the existing “core” audience.

 
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Campaign GOALS

 
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  1. Increase awareness for #360fortheplanet Earth Day user-submitted video “contest”
  2. Drive traffic to the campaign microsite
  3. Influence action with campaign microsite engagers
  4. Build momentum for future outreach towards larger brand objectives
 

Strategy

 

We aligned the user journey with pre-determined campaign goals and, with those goals in mind, every touch point was intended to drive users towards a realistic, incremental step forward. We leveraged our best assets for the heavy lifting, a vast and engaged member/partner network (consisting of some of the largest and most influential eco-friendly brands) and a growing library of user-submitted content.

 

We executed a multi-channel campaign with tailored messaging for each audience at each stage of the “journey.” We drove traffic to the campaign microsite for directions and context. We used the weeks leading up to Earth Day to encourage users to submit 360 videos showing why they value the planet. We encouraged submissions by featuring the best videos on the website.

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Exposure

Impressions: 2.3M total impressions

Reach: 1.3M total reach

ENGAGEMENT

Visits: 40K campaign site visits

Users: 33.5K campaign site users

Social Engagement: 975 user submissions on Instagram using #360fortheplanet

Effect:

Followers: 2,000+ new Instagram followers

Newsletter: 174 newsletter signups