Strategic brand campaign
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Project Overview:
Sell a single large anchor project i.e. the “sales” outcome for an anchor project.
Goal: Increase awareness amongst current customers and influence and acquire new customers who are not part of the customer base. Persuade political stakeholders to pass legislation in favor of the project.
Challenges: Navigate a very nuanced and fragile landscape of stakeholders. Position the campaign as a “win-win” in a controversial sector.
Results needed:
The advance advocacy efforts and awareness throughout the customer base, bring in new sponsors and advocates as well reinforce Trout Unlimited’s position as a leader in mission-driven storytelling by 25% increase in engagement over first three months.
Objectives
Awareness:
Elevate understanding of river ecosystems and their critical role in environmental sustainability.
Engagement:
Connect emotionally with audiences by humanizing the narrative around rivers.
Impact: Inspire actionable change, such as conservation efforts or policy advocacy
Execution Highlights
Brand Integration:
Subtle yet impactful branding of Trout Unlimited as a leader in creating socially conscious and visually compelling narratives.
Embedding the organization’s ethos of clarity, innovation, and empowerment in every frame.
Strategic Partnerships:
Collaborations with environmental organizations to amplify the film’s reach and leverage collective advocacy efforts.
Integration of the film into educational and fundraising campaigns, maximizing its utility across different platforms.
Visionary Storytelling:
A campaign that intertwines the life of a river with a metaphorical human journey, making the ecological theme relatable and engaging.
Use of poetic visuals and evocative soundscapes to immerse viewers in the river’s “life story.
Lessons learned
Emotional Resonance:
Humanizing natural elements bridges the gap between environmental science and public engagement.
Collaborative Amplification:
Strategic partnerships amplify a film’s impact far beyond its initial release.
Outcomes
Increased Awareness: The film sparked conversations on social media, with thousands of shares and comments about the need for conservation.
Community Engagement: Partner organizations reported a significant uptick in volunteer sign-ups and donations after screenings of the film.
Accolades:
Recognized at international film festivals for excellence in environmental storytelling.
Increase in engagement of 29% over first three months.