The goal
The goal of the #stopmetplastic campaign was to raise awareness about one of the biggest threats to our oceans and wildlife: plastic pollution. In June 2018, Chase Creative reached out to influencers to communicate this goal. Flemish-speaking Instagrammers and bloggers such as Carol Lynn, Sofie Engelen, Altaseb Van den Broeck Inge Moerenhout shared the effects of plastic pollution. They activated their community for the campaign's 8 tips and goals.
Our social story
After the first contact via Instagram, we activated interested creators, explained the threat of plastic pollution, and provided background information. The collaboration was entirely based on their goodwill. We then approached them with suggestions on how to minimize their own plastic consumption and that of their followers. There was no fixed framework for this campaign. This way, each influencer was able to reach their followers in their own personal way. Selected channels included Instagram Feed, Instagram Stories, Facebook Feed, and blog posts. In addition, in July and August, National Geographic worked with three Belgian surf clubs. They transformed the beach into plastic-free beach cinemas and screened the documentary “From Source to Sea” by Plastic Soup Surfer Merijn Tinga. According to Nataly Guns, National Geographic's marketing and PR manager, #stopmetplastic wants to encourage everyone to reduce plastic waste by stopping using disposable plastic products. “Chase Creative sent our account manager Dina Boshra and one of our digital creatives Jennifer Kesteleyn to create Instagram Stories, photos, and coverage of the events.
The result
Because our influencers had no fixed framework and felt connected to the topic, the resulting posts had a strong message and engagement. 19 different social influencers made it possible with this #stopmetplastic campaign to:
- 498.3K people to reach
- 74.7K views to generate
- to have a total engagement of 8,394 likes, comments and shares
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