Organic Trade Board. Organic September
Challenge
The Organic Trade Board recognised that when people think of the word ‘organic’, farm animal welfare with no nasty additives is what comes to mind, rather than the sustainable choice they are making for the planet. By choosing organic products, people are choosing to save biodiversity, the environment and people’s health and this is what needs to drive this decision.
Solution
We wanted to drive awareness of ‘Why Organic’ through a targeted social media campaign. If nature were able to talk, they would ask you to choose organic and the aim was to engage and inspire a new eco-seeking audience with this core message at the forefront.
Our three hero characters: the Ladybird, the Bee and the Earth Worm, represent nature’s key workers. These creatures do the hard graft on Organic Farms and without them, our food systems simply fail.
So we called on them to protest! Our placard device was used to inject humour into the campaign whilst communicating a vital message, it’s time to Listen to Nature!
The pre-launch media tactics drive growth within these newly identified audiences to deliver a highly engaged campaign.
Results
It’s still live as we speak but already, we have reached 5.9 million within our selected eco seeker audience, we have achieved over 10 thousand clicks and nearly 4 thousand post reactions, including likes, shares and comments.
5.9M
Reach 3/4 of the way through the campaign
876K
Unique watches of the video
150K
Engaged with 100% of content