Engaging Audiences With Environmental and Social Challenges

Having recently embarked on a striking rebrand to reflect its progressive vision and growing ambition, Earthworm Foundation needed to find ways of engaging new and existing audiences with its values, achievements and capabilities as a business. To meet this requirement, social media and digital PR strategies were developed, with the aim of increasing brand awareness and positioning Earthworm Foundation as a leading name in the environmental and conservation industries.

Social Media

Social platforms including Facebook, Instagram, LinkedIn, and Twitter were identified as strategic channels for reaching a broad and varied audience, with LinkedIn providing particular opportunities to penetrate people’s contacts and reach valuable decision-makers in the industry.

To distinguish Earthworm Foundation’s social feeds from its competitors and amplify their visual appeal, graphic templates embodying its branding were developed, offering eye-catching visuals, graphic consistency and opportunities to reinforce key messages.

Digital PR

With an understanding of Earthworm Foundation’s target audiences and the types of content and topics they engage with, influencers who shared the same values and interests as Earthworm Foundation – whose audiences would be most likely to connect with Earthworm Foundation’s brand – were identified as potential ambassadors of the brand.

Once partnerships were established, influencers were invited to take part in a programme of activities, including a series of webinars, co-developed between Earthworm Foundation and its stakeholders. These webinars centred on a number of topical themes, including supply chain resilience, palm oil, and deforestation, giving the influencers access to a range of insights, statistics, and thought leadership that they could then share across their channels promoting Earthworm Foundation’s brand.

Over 20 influencers engaged with Earthworm's brand 

PPC

With a deep understanding of Earthworm Foundation's mission and values, pay-per-click (PPC) campaigns were developed to amplify the organisation's digital impact. Relevant keywords were meticulously researched and coupled with compelling ad copy to create ads that aligned seamlessly with Earthworm Foundation's objectives. By driving targeted traffic to Earthworm Foundation's website, its PPC campaign raised awareness of its initiatives, encouraged user engagement, and ultimately increased support for its cause.

100% increase in web traffic