Seal Approved Meals Campaign

HomeSeal Approved Meals Campaign
SHOWCASE
The Marine Mammal Center Logo

EARTH DAY EATS

PCI partnered with The Marine Mammal Center on several communications initiatives including brand perception research, strategic communications planning and message framework development, social media and SMS strategy development and media relations support.

One of the key goals of the Center is to increase its share of voice and grow its brand perception as being more than just a local rescue and rehabilitation hospital for seals and sea lions. Its goal is to be recognized as a conservation leader that works globally to advance ocean health.

Our client recognizes the importance of sustainable fishing and farming for ocean health and wanted to increase its share of voice in the sustainable seafood space. For Earth Day 2020, we developed a mini-campaign that ran from April 15 to 22 to draw attention to the topic, and reframe what people might think about the Center, and can come to expect from their social feeds.

Working in partnership with Bravo’s Top Chef finalist Eric Adjepong, PCI developed and activated a week-long sustainable seafood campaign.

KEY PROGRAM ACTIVITIES
Developed the logo and all brand creative and content including spokesperson messaging, fact sheets, sustainable choices tips sheets for select species while we worked with Adjepong to develop recipes and film cooking videos for each seafood selection. The recipes and tip sheets were available for download at the campaign webpage.
Edited videos, drafted social media content, coordinated Facebook LIVE sessions which included a star-studded line-up of other Top Chefs, and developed corporate and NGO partner toolkits so that a variety of the Center’s partners could engage with the campaign on their own channels. The campaign also incorporated a text-to-give SMS component.
RESULTS
8,615 audience engagements across Facebook, Instagram, Twitter and YouTube
Average engagement rates (total interactions – likes, comments, retweets/shares, clicks or views per post per follower) above nonprofit benchmarks:
Facebook:
.16% (compared to the nonprofit industry average of .12%)
Instagram:
5.18% (compared to the nonprofit industry average of 1.75%)
Twitter:
.16% (compared to the nonprofit industry average of 0.063%)
YouTube:
.30% (industry average for nonprofits not available)
More than 2,800-page views on campaign landing page with 977 total clicks on the page
Donations generated via SMS: More than $2,000 from new donors to the organization
SEAL APPROVED MEALS “EARTH DAY EATS” CAMPAIGN
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