Greenvoice was a new online social site for people interested in campaigning in support of the environment. We needed to create a new brand and generate new users.
Our research showed that young adults cared deeply about the environment but were confused about what to do. Hence, a responsive and fresh approach was essential.
We built an agile and easy to use platform that worked well for our audience. We developed the brand to be about being at the heart of environmental action. Our marketing supported the ‘excess packaging’ campaign through on and offline activity including:
1- presence at the top 5 universities’ fresher fairs and launching a young ambassadors programme
2- running solar powered cinema at key music festivals (including Secret Garden and End of The Road) with relevant themed films
3- producing 60 second campaign films which were seeded across a number of networks and channels and sent to key bloggers
4- raising awareness and interest in Greenvoice by getting entries to ‘film vert’ competition and designing the brand’s publicity
5- filming at breaking news stories and seeding with media sites such as BBC
We communicated with over 400,000 people gaining 5,000 new users. The activity gave us a cost per new user of under £4.
We secured support from The Ecologist (25,000 readership) and Channel 4. Greenvoice went on to act as an advisor on C4’s new reality TV Battlefront about young adults campaigning.
We achieved first page Google ranking for our featured campaigns and signed up over 500 people to a Facebook fans page, and gained 4,000 signatures in support of the excess packaging petition.