roles: design | creative strategy & direction

'i'm a model for clean water' social campaign

Challenge

Building off of the high engagement levels from the experiential aquarium photobooth, extend the "entertaining while educating" strategy on Facebook.

Solution

Where entertainment matters most is social. Using the same "entertaining while educating" strategy, I developed the concept "I'm a model for clean water," which would capitalize on the connections of several local influencers. The result was a tongue-in-cheek Facebook campaign that garnered increased levels of engagement.

background

Each of our five influencers came from smaller communities within the larger community of St. Cloud. As a midsize metro that abuts a much larger metro (Minneapolis-St. Paul), St. Cloud is often shortchanged, such as in the case that it has no TV news station or major sports team — and thus fewer celebrities. As such, we dug into influencers within “micro communities,” where influencers’ reach is more effective and personal.

budget

Much of what H2You has been able to accomplish in public awareness has been done on a low budget consistent with a small, local nonprofit. As such, several grassroots, guerilla and experiential concepts have helped H2You reach larger audiences.

posts

Each influencer was asked to share from the H2You page their debut “model” photo, which mimics a Vogue-like magazine cover, along with a personal message begging to be responded to by their followers.

Secondly, influencers were asked to change their profile and cover photos, as well as share one behind-the-scenes video.

results

Organic reach was off the charts for the influencers who were active participants in conversations about their content. Mary Bruno and Nick Barth, in particular, had extremely active and engaged followers who did at least two of the following (like, comment and/or share).

In addition, follow-throughs to the H2You website increased by 20% compared to previous years' campaigns.

reception
Work done at Thelen; photos by Guytano Magno

/ interjection / scandinavian

1 You’ve just taken in a lot! Some would call it “the end.” I, however, call it “the beginning” — perhaps of something beautiful. Let’s find out together.