Branding Guide #DitchDisposable

By: Victoria Jimenez

What if you could change the world with just one photo?

About The Campaign

Encourages people to take action and protect what you love by building awareness on the harmful effects plastics have on our oceans and allows people to show their support in eliminating plastic waste by posting a photo of their eco friendly habits such as using reusable water bottles.

About Our Campaign#DitchDisposable

Our Values

Advocacy Empowerment

Change

Our Personality

AltruisticOpen

Trail Blazer

Passionate

Free Spirited

Tone & Manner

Impassioned

Active Strong

Thought Provoking

Compelling

Look & Feel

NaturalBright

PureGreen

Dynamic

Our Strategy1. Partner Outreach (Reusable Water Bottle Companies)

• Emails Partners with pitch and include strong messaging

2. Social Media Outreach (Both Reusable Water Bottle Companies & Jessica) • Facebook• Twitter• Instagram

3. Paid Advertising (To attract people like Jessica)• Twitter• Google Adwords

Client Profile:Jessica

Client Profile 1: Jessica

DemographicsSingle, Female, 26Residence: Bay Area, Oakland, CAOccupation: Nonprofit: NRDC in the development office

Psychographics:Personality Type: very anxious about the state of the world and the environment around us, She loves going to the beach and hiking

Elevator Pitch to JessicaThere are 46,000 pieces of plastic floating in every square mile of the ocean.

What will you do to reduce that number?

#DitchDisposable

is an opportunity to share your story and tell a greater audience about the harmful impact of plastics in the ocean.

You could be the catalyst to CHANGE and cause others to consider their own ACTIONS and why they should protect the ocean and

protect what they love.

#DitchDisposable Campaign Targeted to Jessica

Client Profile 2: Reusable Water Bottle Company

Partners

What We’re Asking

We’re asking each partner to promote our day through their social media outlets the week of the event, and multiple times on Friday the 28th.

Our PitchHi ________,

We’re very excited about #ditchdisposable - an online campaign to empower people to make small changes that make a big difference - starting with reusable water bottles.We’re looking for a water bottle company to promote during our campaign and want to know if you are open to helping us spread the word. It requires almost no effort and will make a big difference.Details:

● March 28th● How you can help? Help us share and spread through social media using

the #DitchDisposable hashtagLet me know if you want to join in or pass it along. Thank for helping spread the word.

Partner Outreach

We pitched to KleanKanteen, CamelBak, bkr, & LifeFactory.

We were successful in partnering with both KleanKanteen and CamelBak.

Social Media OutreachWe began scheduling Twitter & Facebook tweets and posts three weeks from our campaign launch date of Friday 3/28.

Additionally, we began calling out and following our partners and other influencers on social media.

We engaged with our audience through RTs, Likes, etc.

Social Media Wins

Paid AdvertisingWe spent $50 on Twitter Ads, promoting five of our most popular Tweets, one week from launch date.

We spent $100 on Google Adwords, creating two separate Ads both of which directed audiences back to our landing page

What WorkedPartnerships: We successfully partnered with KleanKanteen AND CamelBak

Social Media Outreach: Prior to launch date we had engagement on Twitter & Facebook, including several RTs, 45 uses of #DitchDisposable

Advertising: We had over 11,000 impressions on Twitter, 74 clicks. For Adwords we had over 130,000 impressions and an average position of 3.2

Lessons Learned1. We had more engagement prior to launch date due to Twitter Ads and Partner engagement

2. We didn’t have access to the Instagram account until later so that approach wasn’t as effective