Environmental Charity

Social Media Campaign

01

Project Summary

Following a competitive tender process, we began working with one of Scotland’s prominent environmental charities to deliver a 12-week social media management programme. The charity already had underway a specific campaign, targeting the public to change their buying behaviours, encouraging them to ask for, buy, and order, only sustainable products in shops and restaurants. This campaign was to form a central part of our social media strategy. The charity were used to managing social media in-house, but with a lack of resource and a strong need to quickly build their brand potency in order to to change buyer behaviour nationwide, Crunchy Carrots stepped in to support for an agreed 12-week period.

02

Key Objectives

The charity already had a social media presence across Facebook, Instagram, X, BlueSky, and LinkedIn, which we were to manage daily. While active, there was a lack of strategy behind the content, and an inconsistency to posting, which was making it difficult to build a highly engaged audience.

Increase Followers

Improve Engagement

Deliver 4+ Social posts per week

Respond quickly to events and PR activities

Create 12 additional creative assets per months

Respond to social media activity within 24 hours

03

Solutions

With a short timeframe in which to make an impact, we used the first few days to dig deep and learn a lot about the client, their goals and beliefs, and the background and key messaging that is integral to the sustainable food movement.

Client Management

Client Calls

In order to effectively manage such fast-paced requirements, we set up bi-weekly 15 minute calls with the client.

Weekly Targets

Each Monday they gave us their requirements for the week ahead, and by Thursday we’d have them ready for approval on a quick call.

Constant Content

This worked well for us to keep content moving, and for the client who had limited time to spend on reviewing content.

Always Up To Date

By getting feedback in real time, we were able to quickly make any changes, and keep posting to the scheduled dates and times.

Content creation

Client Material

We worked on a range of content for our client, who already had a strong visual presence and a lot of video and photography assets which we could make use of.

Impactful Imagery

We spent a lot of time creating very impactful, often highly emotional, social video content; we found that the performance of these far outstripped other forms of content.

Consumer Behaviour

This was especially important for changing consumer behaviour; engagement levels on these posts were the highlight of our 12-week social media campaign.

Fast Paced Collaboration

Speedy Response

Our clients are part of a sector which has to be ready to respond quickly, for example to breaking news, changes in legislation, and unexpected events.

Re-Shift

To deliver on this, we had to be prepared to quickly re-shift our focus, think on our feet, and deliver really impactful content on the same day where possible.

Strong Relationships

That meant building a very strong relationship with our client, having a solid understanding of the topic and context.

04

Project Results

+624% Audience Growth

On previous quarter

170% More Posts

Additional content over the previous quarter

+246% Impressions

Across all platforms

+239.5% Engagement

A massive jump up.

+1,265% Video Views

Eyes on the client

Edinburgh

Glasgow

Falkirk