Campaign for Rainforest Alliance
During my time at WiT Media, I worked on the Rainforest Alliance "Follow the Frog" campaign for 2014. We were tasked with engaging new and existing consumers of the brand in innovative ways that would extend the reach of the campaign, increase engagements, and capture audiences to become a social movement.
Role: Lead Researcher; Social Analyst; Strategy Assistant || Tags: Strategy, Research, Marketing
The Rainforest Alliance (RA) team was looking to expand its audience base and bring its brand to new users. During the research phase, the team identified two key audiences: thought leaders and vocal globalists. I researched definitions, business and marketing reviews and insights, and demographics for these audiences and presented them as user profiles to the strategy team to help develop the content and method of the campaign. I also researched RA's competitors' content and marketing approaches and their successes.
Creative content + Marketing
WiT Media partnered with The Guardian to create a platform for the Rainforest Alliance. The VP and I strategized ways in which to use old content in new ways for this platform and for social media. Combined with donated online ads, I was directly responsible for tracking impressions and engagements on all social media sites, Guardian articles, and ad buys, and then reporting to the RA marketing team.
During the start of the campaign, I provided direct feedback to the RA team in regards to which social media spots were their top and weakest performers. I then provided suggestions on why some content worked while others didn't. Additionally I edited and refocused their marketing emails to small business owners, ensuring they focused on the user and how the emails were important to their demographic.
As a result of WiT's efforts, the campaign saw in the first three months: over 6 Million social media impressions; over 1/4 Million engagements; high social sharing and webpage dwell times; and over 30,000 new fans.