Arla wanted to raise awareness about biodiversity and inspire the desired target group (women 25-55) to contribute to a more sustainable future.
Every second woman feels anxious when people talk about climate and sustainability. 1 in 5 feel excited to do something.
In response to these insights, we wanted to use information and inspiration to spread knowledge about the importance of biodiversity and how we can make a concrete difference as individuals. We realized that many people are concerned and that environmental and sustainability issues occupy a large part of every other woman’s thoughts. That is roughly 50% of our target group. To alleviate that concern and offer knowledge in a positive spirit as well as simple and doable expert tips from Arla, we wanted to create content where we encouraged the target group to get involved themselves.
Through the Let it bloom concept, spearheaded by Brita Zackari, we developed a campaign to raise awareness of how we can all contribute to biodiversity in different ways, while gaining a deeper understanding of why this mission is so important. Through concrete tips, Brita made the concept of ’biodiversity’ accessible to raise interest, inspire and encourage the target audience to do what they can. The hub of the campaign was a customized event where we used creative storytelling to create content for use in our own (Aller Media’s) and Brita’s channels. Moving content for site and SoMe through native video and native SoMe was combined with engaging images and a native digital article and creative display for broad impact. The combination of an authentic profile, physical event, relevant native content and strong brands as senders and digital reach ensured broad and relevant dissemination and at the same time a nice common thread and recognition throughout the campaign.
Besök
Humlegårdsgatan 6
114 46 Stockholm
Tel: 08-57 80 10 00
Postadress
Aller Media AB
Box 27717
115 91 Stockholm
Org# 556002-8325
Fakturadress
Aller Media AB
Box 27717 / 300
115 91 Stockholm