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.
- Increase awareness for #360fortheplanet Earth Day user-submitted video “contest”
- Drive traffic to the campaign microsite
- Influence action with campaign microsite engagers
- Build momentum for future outreach towards larger brand objectives
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.
Impressions: 2.3M total impressions
Reach: 1.3M total reach
Visits: 40K campaign site visits
Users: 33.5K campaign site users
Social Engagement: 975 user submissions on Instagram using #360fortheplanet
Followers: 2,000+ new Instagram followers
Newsletter: 174 newsletter signups