THE BRIEF | The environment and sustainability are integral parts of veganism and extremely important factors in why many people choose to go vegan. We wanted to utilise this key calendar date as an opportunity to share educational content on the environmental impact and importance of veganism, as well as encourage positive action within our community.
CREATIVE DIRECTION | Bold typographical approach for strong messaging, combined with abstract/macro shots of related photography (e.g. forests, ocean). Aim to create a continuous and recognisable theme that will be utilised for all future impact-led campaigns.
CAMPAIGN OBJECTIVE | Deliver a cross-channel campaign aimed at driving engagement whilst improving brand reputation and trust through transparent and informative content, subsequently increasing customer retention and brand loyalty.
The campaign resulted in a significant increase in key KPIs across all social channels and successfully laid the foundation for Myvegan’s brand voice on environmental issues and sustainability topics. We tested new content formats including Instagram takeovers and a community IG story challenge. I went on to develop a follow-up campaign, Sustainable September, and supported on our sustainability strategy, helping Myvegan to become the world’s first plastic neutral sports nutrition brand.
My responsibilities included:
- wrote creative brief & asset matrix.
- worked with Design team to develop concept, providing critical feedback based on all marketing channel requirements.
- wrote channel execution plan, leading and delivering all Social & Content actions.]collaborated with influencers and guest speakers to build out 360 activity, including guest recipes and 2x Instagram takeovers.
- worked with the Trade team to develop a Superfoods Bundle to add a commercial incentive to the campaign.
- wrote all email, social and blog copy.
