Behind a Document-Breaking Instagram Advertising Marketing campaign

If you happen to noticed just a little inexperienced tree making its means round Instagram again in April, you actually weren’t alone.

For Earth Week 2019, Canadian clothes model tentree created one of many most-liked posts in Instagram historical past, producing over 15 million likes and serving to the model to unfold its mission to plant extra bushes.

However how did it come collectively? What made this marketing campaign ring a bell with so many individuals? And what did the technique behind its virality appear to be?

Maintain studying, or hearken to the podcast episode linked under, to study precisely how this marketing campaign got here into existence — that includes unique insights from the tentree advertising staff.

Take heed to this podcast episode on: Apple Podcasts, Anchor, SpotfiySoundcloud, Stitcher.

The Outcomes: A glance contained in the numbers

tentree’s publish rapidly turned one of many most-liked posts in Instagram historical past, overtaking posts from international megastars like Justin Bieber, Cristiano Ronaldo, and Ariana Grande on its dazzling climb up the all-time Instagram charts.

Over the 5 days of Earth Week, it generated in extra of 15.5 million likes. It additionally helped tentree to select up greater than 400,000 new followers.

The outcomes had been equally as spectacular while you take a look at how the marketing campaign impacted site visitors to tentree’s web site.

“We elevated our site visitors to our U.S web site by like 200%,” Sasha Bricel, tentree’s director of name advertising, instructed us. That meant greater than 200,000 new U.S. guests got here to tentree’s web site over the course of the marketing campaign.

Lots of these guests got here immediately from Instagram, however the marketing campaign additionally drove a rise in folks trying to find tentree in Google.

The marketing campaign additionally generated loads of earned media too, with publications like Wired, People, VanityFair and extra, overlaying the story.

So, how did the marketing campaign get began?

tentree is a sustainable clothes firm that vegetation 10 bushes for each merchandise bought, so Earth Week is a crucial time for the enterprise.

In earlier years it has all the time made a particular effort to convey consciousness to vital environmental points. In 2018, it targeted on the harm that single-use plastics trigger, and in 2019 it wished to drive consciousness of tree planting.

The staff began arising with concepts for Earth Week in January — three months forward of launch. They riffed on plenty of concepts, and after a lot back-and-forth, settled on the concept of The World’s Most Sustainable Put up

The idea was easy: tentree would plant bushes in Indonesia primarily based on the variety of likes a publish generated on social media.

Initially, the concept was that for each just like the publish acquired tentree would plant one tree. Nonetheless, the staff needed to restructure the marketing campaign to make sure they may fulfill the planting obligations. So that they agreed tentree would plant 500,000 bushes if the publish hit 5 million likes — one tree for each ten likes.

Making a thumb-stopping Instagram publish

With the objective of 5 million likes to plant 500,000 bushes in place, the advertising staff targeted on the way it may obtain that objective; in the meantime one other staff inside tentree was heads down engaged on creating the publish itself.

It doesn't matter what methods the advertising staff put collectively, the marketing campaign wouldn’t succeed if the publish didn’t leap out from the feed and cease folks from scrolling.

JP Boulais, a senior lead graphic designer at tentree, was tasked with creating visuals for The Worlds Most Sustainable Put up.

JP’s first port of name was to analysis different profitable social media posts and advertisements. He then started to sketch out a bunch of concepts — over 50 in whole. Listed below are among the early ideas for the publish:

With so many design concepts, JP determined to place collectively a brief guidelines of standards for the publish to assist him and the staff slender in on the successful design.

The 4 standards for a successful Instagram publish

  1. Simplicity: It’s straightforward to overcomplicate social media publish, however typically simplicity wins — simply take a look at the World Document Egg, for instance.
  2. Stopping energy: Social media customers are continuously scrolling and the publish wanted to face out from different posts within the feed to encourage folks to cease and provides it their consideration.
  3. Readability: The transient for this marketing campaign was to construct consciousness of the significance of tree planting and that message needed to be clear inside the publish itself.
  4. Shareability: For this marketing campaign to succeed, the staff knew it will want the publish to be shared different Instagrammers, so it wanted to be one thing folks would really feel comfortable to re-post themselves and share with mates.

Beneath you possibly can see how the ultimate design advanced:

The ultimate publish additionally featured a second slide. When a viewer swiped they might see a video displaying them what number of bushes the world had misplaced within the seconds that they had been viewing the publish. JP added this second slide to offer some extra context and spotlight simply how vital it's to plant extra bushes.

How tentree promoted its record-breaking Instagram publish

On common, tentree receives round 80,000 to 100,000 likes on every of its Instagram posts — a far cry from the 5 million likes objective for this marketing campaign. If it was going to attain that objective, the staff couldn’t simply publish the publish and hope it went viral… they wanted a technique.

Listed below are 5 key parts of the technique that helped launch this marketing campaign into Instagram’s file books.

5 pillars of tentree’s technique

1. Influencers

Through the years, tentree has constructed unbelievable relationships with plenty of influencers within the nature, images, and outside areas.

Figuring out the facility of those influencers to assist unfold a message, and the way eager a lot of them are to assist improve consciousness for local weather change, Lindsay Derer, tentree’s influencer advertising lead, began to present folks a heads up concerning the marketing campaign round a month earlier than launch.

“We had a one-pager media package put collectively that detailed the marketing campaign and the execution on our finish and inspired them to share it as soon as it went reside,” Lindsay instructed us.

2. Press

tentree’s marketing campaign was coated by plenty of media retailers together with Wired, Individuals and DailyHive. However the planning for this began earlier than the marketing campaign launched.

Within the construct as much as launch, tentree’s PR company put collectively a plantable press launch with a gifted product in a completely biodegradable, compostable package deal and despatched it to reporters to construct consciousness of the marketing campaign.

The press launch saved the message easy and clear — a theme you’ll discover all through each facet of this marketing campaign. “It principally stated, that is what this firm is attempting to do on Earth Day, it’s a fairly large bold objective,” Sasha instructed us. The press launch then inspired journalists to assist unfold its message concerning the significance of tree planting to fight local weather change.

three. Focus 

Specializing in one single objective  spreading consciousness about tree planting  was a vital component of this technique, and drove each motion the tentree staff took to advertise the publish.

The staff even went as far as to take away each different publish from their Instagram feed — archiving over 2,700 posts within the weekend main as much as Earth Week.

The considering behind this was that by minimizing selection, guests to tentree’s Instagram web page didn’t have any choices aside from to love, share and study concerning the model.

The messaging on the publish itself was one other instance of its concentrate on the objective. Initially the copy learn ‘prefer to plant a tree’ earlier than turning into ‘double faucet to plant a tree’, a transparent message that instructed viewers precisely what they wanted to do.

four. Engagement

As quickly because the marketing campaign launched, tentree’s advertising and customer support groups had been targeted on responding to each touch upon the publish, and reaching out to new followers to unfold the phrase concerning the marketing campaign.

This technique paid enormous dividends with a lot of tentree’s new followers sharing the publish to their tales together with Ellen Degeneres’ DJ, DJ tWitch, Olympian Sage Kotsenburg, and actress Rosario Dawson.

5. Tales 

Through the years, Instagram feeds have turn into extremely curated — some concentrate on sharing that excellent shot, whereas others share memes. However one factor tentree’s staff realized earlier than the marketing campaign launched was that its little inexperienced tree most likely wouldn’t slot in on many individuals’s feeds.

So that they determined to concentrate on Tales.

As a substitute of asking folks to share the publish to their feed, tentree targeted on encouraging folks to share the publish to Tales. This resolution paid off massive time, with hundreds of individuals sharing the publish and boosting consciousness of the marketing campaign.

Tales additionally performed a key function in serving to tentree to attach with its 400,000 new followers, a lot of which had by no means heard of tentree earlier than they got here into contact with this marketing campaign.

“Our preliminary plan was having one story each day increasing on the marketing campaign,” Lindsay instructed us.”Since our whole feed was within the archives, there wasn’t actually any additional details about us on our web page. We wished to present all these new viewers some concept of what we're and who we're and the influence that we’d be having.”

What’s subsequent for tentree

The social media world strikes quick, however the influence from this marketing campaign is much from over.

Reforestation isn’t fairly so simple as liking a publish on Instagram, and within the weeks following the marketing campaign work began on getting the bushes planted in Indonesia (you can follow progress on tentree’s blog).

tentree additionally got down to assist join its new viewers with its mission, sharing extra posts on the influence this marketing campaign may have on the atmosphere.

Pondering larger

For the tentree staff, this marketing campaign additionally delivered one thing far more beneficial than 15.5 million likes and a spot within the Instagram file books, it gave them validation of their mission and enabled them to assume larger.

“To have the ability to see such a easy message resonate like that globally in such a profitable and profound means was a tipping level for us,” Sasha shared.

“It was a brand new day at Tentree. All of us actually consider in what we’re doing internally and typically you’re so busy in your day-to-day and also you’re working so laborious at your mission that you just’re probably not certain if the remainder of the world feels the identical means, and I believe this was only a very nice second of validation for us, that ‘hey, you understand what?’ What you’re doing does matter.”

Need to hear the story immediately from the tentree staff?

If you happen to’d prefer to dive deeper into this marketing campaign and listen to the way it got here collectively, hearken to our full podcast episode under. On this episode, you’ll hear from 4 members of the tentree staff sharing the story of this marketing campaign from begin to end:

An enormous thanks to Victoria Harding, Lindsay Derer, Sasha Bricel and JP Boulais for sharing this story with us.

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