Best campaign for non-profit or humanitarian charity/ interest group
In 2019, 76% of the population in Quebec said they were ready to do their bit for the climate. One year later, in the context of the pandemic, behaviours have changed very little, bar the increase in shopping locally and the fall in car and plane travel. It became evident that there was a need for education amongst Quebec residents who understood still very little around how certain behaviours can contribute to greenhouse gas emissions.
Carbon footprint is calculated according to greenhouse gas emissions and it is only by reviewing our daily habits or by making big-impact choices, that we can make a difference. It was, with the financial contribution of the Quebec government which is committed to reducing its carbon footprint, that the campaign Reduce Our Footprint was born. Our research very quickly demonstrated that, despite what we might think, there is a minimal correlation between age and points of view and attitudes towards the environment. The challenge, therefore, was rather the size of the project; how could we raise awareness amongst such a vast audience, with such a variety of lived experiences and behaviours?
One common thread unites us all however, it is difficult to change one’s opinion. We tend to reinforce our points of view by taking into consideration only the information which confirms our beliefs; and by ignoring any which discredits or contradicts them. We needed to put our trust in the woke generation, those ready to upset our routines and to redefine social norms: Gen Z.
We wanted to give the impression of a social pressure being circulated to encourage us all to question our daily habits. We interacted with young people on TikTok and encouraged them to share what they are doing themselves to help the planet. Afterwards, these videos were rebroadcast by credible news outlets to help address the subject amongst older adults. By positioning young people as our message ambassadors, we were able to show that they had already understood the impact of their individual choices on the planet.
We took advantage of a trend on TikTok which, at the point of our campaign design, had reached three times the number of users it had at the beginning of the pandemic. Ten comedy sketches presenting ideas chosen by the organisation were created, and users were invited to share their choices via the Stitch function which enables collaboration between users by allowing integration of scenes from original videos, into new ones. These clips were then shared on news sites. A variety of made-to-measure content was created with a number of different partners in order to ensure an understanding of the challenges faced, from various different angles. To further inform the target audience, a custom microsite containing additional information was developed and shared- on social media via display advertising, and also via SEM. A competition was also launched, in partnership with Quantum eBikes, to encourage engagement and newsletter sign-ups.
Continuing with our research, we saw that Quebec residents who were ready to make changes to their lifestyles for the benefit of the environment, were harder to come by outside of large urban areas and where the average household income was under $60,000. These were the criteria which allowed us to build a strategy which would maximise media efforts in targeting less aware audiences, and therefore make a real difference.
Since October 2021, Google and Facebook have tightened their policies in order to help fight against the dissemination of fake news regarding the climate. The algorithms automatically categorised our messages as ‘political’ which meant they were either blocked or that publication was limited. Particular care was therefore needed, along with a variety of optimisations, in order to manage the success of our uploads.
Addressing these serious topics in an amusing yet vital and accessible manner by collaborating with content creators, was at the heart of the campaign’s creativity. The Stitch function and the use of the same intro across all videos allowed us to portray uniformity and visual recognition between all creators, as well as to increase the chances of creating a trend, more easily than if we had simply published ten different clips. By inserting our message into the daily lives of young people, we encouraged them to play the role of ambassadors to their peers. We also shared the same content to news outlets in order to display to adults how the truth often comes from the mouths of babes.
The real innovation behind the campaign was the choice to target the younger generation with our messages. TikTok, with its expertise in short, ‘snackable’ content and multitasking, was the perfect platform to use in order to reach them effectively. This generation is also big on personal expression via social media, and this is illustrated by their contribution towards all manner of causes. By adding their interest in creating a better world to the mix, we then had all the ingredients we needed to launch the ideal campaign strategy. When it came to collaboration, we chose to work with popular TikTok personalities and content creators, Andréanne Fortin, Citron_Rosee et Douaa. Their followings meant we could reach a larger audience, and the use of video allowed us to play to viewers’ emotions, and increase the memorability of our messages.
The media performance of the campaign was a success and surpassed expectations in terms of site engagement, showing that we were indeed able to increase awareness across Quebec. Thanks to the campaign, we were able to reach over half of the total population of Quebec and rack up almost 84% more video views than initially estimated. We also received more than 12,000 likes on TikTok. During the campaign, lasting almost 8 weeks, close to 50,000 sessions were recorded on the microsite, of which 70% were of direct provenance of the campaign. The aim of raising awareness primarily in the target cities, rather than elsewhere in Quebec was achieved- the average click-rate in these towns was almost 50% higher than in Montreal. The interest in seeking further information was higher outside of the Montreal region, demonstrating that our regional targeting had succeeded. In terms of SEM, we surpassed the estimated number of clicks by 6% and the click-rate was more than twice as high as benchmarks, demonstrating the effectiveness of the synergy between advertisements and key-words. The competition was successful, receiving nearly 15,000 sign-ups and creating an impressive level of engagement with close to 1,000 comments, over 2,000 reactions, and more than 600 shares. An increase of 450 Facebook followers was also achieved, 4.5 times higher than the average normal monthly amount, as well as more than 7,500 new sign-ups to our newsletter Vivre En Ville.
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