A young non-profit aimed at solving issues in a specific city wanted to organically reach out to their upper and middle income urban population who are (trying to be) environmentally conscious.
Solution
Came up with the idea for an Instagram Live series to initiate talks on the importance of being sustainable, understand what means in an urban setting, offer practical and affordable ways to follow it as a lifestyle, get local sustainability advocates associated with the brand, and tap into the audience of these activists.
We discussed with the client and decided the sustainability pillars to cover—food, farming, composting, fashion, festivals, and architecture. I identified and personally reached out to influencers who match our marketing objective (Bangalore-based everyday activist with a solid presence on social media). I arranged all communications between both parties and jointly framed a structure for the Live discussion.
With assistance from a mentee, I designed and made creatives using image and video editors. We created a buzz before, during, and after the events with organic marketing and by piggybacking on the influencers' brand. We also offered back-end support during the Live and engaged the audience through questions and comments.
Result
We received an all-time high organic reach and significant growth in followers for our client. They even received collaboration opportunities with multiple corporations, educational institutions, and movements.
