The Guardian

CAMPAIGN

 

ENGAGEMENT exceeded benchmarked expectations by 300 percent

 

PROBLEM

While sales of coffee, tea, chocolate and other products that featured the Rainforest Alliance Certified seal were increasing, consumers had no idea what the seal meant. 

SOLUTION

During a year-long native content campaign in partnership with the Guardian.com and the support of corporate partners Chiquita, Domtar and Avery Dennison, we told behind-the-seal stories. To keep the campaign fresh, we created a series of engaging videos, Follow the Farmer contests, Instagram takeovers, an interactive map and more. Views, likes and shares exceeded benchmarked expectations by 300 percent .

I have been fortunate to work with Carol Goodstein for more than 15 years and have greatly valued her creativity, vision, outstanding storytelling and writing skills. It was under her leadership that we had an award winning and highly successful social media platform with the Guardian, which resulted in an unprecedented level of engagement.

— Tensie Whelan, Director NYU Center for Sustainable Business (former Rainforest Alliance President)