The Challenge:

Is there a specific challenge they need to address to achieve their goal?

Greenpeace Canada faced a decline in popularity with younger generations (ages 25-50) and needed to reassert their relevance with potential donors. They wanted to find new and creative ways to reach their audience in both English and French, test new tactics, and ensure their campaigns resonated with today’s audiences.

The Strategy:

How did we address their goal/challenge?

We conducted a thorough discovery phase—including stakeholder interviews and multiple audits—to understand Greenpeace Canada’s current standing and communication strategies. Based on our findings, we developed a media strategy focused on raising awareness, generating new leads, and running a year-end fundraising campaign. We tested various tactics, including quizzes, pledges, and in-platform lead forms, and designed a new visual identity for their ads to enhance engagement.

Implementation 1:

Brand Awareness

We ran ads on three platforms: Google Discovery, Meta, and Canadian Dimension (a magazine target at Greenpeace’s key audience). The campaign drove over 1.9M impressions, 38K clicks to the Greenpeace Canada website, and 7,500 advocacy actions for some of Greenpeace’s key petitions. Overall, the campaign brought in new audiences and cultivated people who had already submitted leads or donated.

Implementation 2:

Lead Generation

Greenpeace is an independent organization that relies on donations from the public to do the work they do. We helped them get signatures to protest important issues such as deep sea mining, forest preservation across Canada, and more. We used two channels to optimize lead generation: Meta and Care2 (Care2 is a social networking and petitioning site that connects activists with other people, organizations, and businesses). Both drove leads at a similarly efficient rate of $1.60 per lead which exceeded environmental benchmarks across the industry by 2.75x. We believe we were able to drive such strong performance because of Greenpeace’s constant rotation of petitions to feature in ads. We tested 12 petitions throughout the year and leaned into the top performers.

Implementation 3:

Year-End Fundraising

We implemented a year-end fundraising campaign targeted at new and existing donors. We found that very specific messaging outperforms more general brand-focused messaging, so we worked with the Greenpeace team to pair fundraising goals with specific campaigns. Nearly all channels exceeded industry-wide fundraising benchmarks. This was accomplished by testing various audience targeting strategies with two main messaging concepts, and focused most of our budget around Giving Tuesday and December. As a result, Greenpeace Canada saw their strongest-ever performance on December 31st.

Learnings

Our initial plan evolved to accommodate shifting campaign timelines and new priorities based on real-life events. We simplified our creative approach based on performance and client feedback, ensuring design and copy resonated with Greenpeace’s key audiences. Video content outperformed other ad types, leading us to focus on efficient video content development for various campaigns.

Through our partnership with Greenpeace Canada, we were able to enhance their digital presence and contribute to their organization goals of bringing in new leads and increasing donations. We look forward to continuing our successful collaboration and driving further impact in 2024 and beyond!

Key Insights:

– Meta leads were 2.3x more likely to convert into donors compared to Care2 leads

– Specific messaging outperformed general brand-focused messaging

– Successful collaboration across media, fundraising, advocacy, and data teams