Bird Friendly Coffee : Smithsonian Migratory Bird Center
Challenge
Bird Friendly® is a coffee growing certification similar to the Rainforest Alliance or Fair Trade, yet its impact reaches much farther. Its seal signifies the highest level of organic, shade-grown coffee because of how it protects migratory birds—whose populations are in steady decline—and the natural habitats of many other species. While Bird Friendly is a valued standard, without adequate consumer demand, farmers won’t grow to meet the certification, leaving far too many farmers to continue a practice of clear-cutting forest habitat.
Solution
Based on consumer insights gained from quantitative research, Oliver Russell developed a brand identity and created an integrated marketing campaign, which included advertising, social media assets, a video, and a website. The imagery designed for this campaign was inspired by the flora that is slashed down during coffee production and traditional botanical illustrations used in plant identification.
Results
Within our short, one-month campaign, we received 46 mentions of Bird Friendly Coffee in the press; attracted top social influencers to post about the certification to their combined network of over 369K followers; generated over 3 million impressions via paid Facebook posts in three of the most competitive markets in the US for digital advertising.
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