The Brief: Greenwashing is a growing problem in the advertising industry so when the not-for-profit law firm, Client Earth asked us to help expose the advertising lies of one of the worlds largest and dirtiest fossil fuel giants we knew we had to help make a stand.

The solution: Working alongside our agency partners at Huddle, Viral Seeding & The Social Shop, we created a multi touch point content strategy that literally ‘hijacked’ social feeds and tapped into the hearts and minds of the general public. Through a combination of traditional press, paid social, and influencer marketing the message was spread to the masses driving audiences to a landing page where people could learn more and sign a petition.

Why it Mattr’d: This was the first major campaign Client Earth had done across social and digital and was a truly collaborative effort with our agency partners. The campaign was turned around in just 3 weeks resulting in a suite of 11 separate films of various lengths, formats and messages for us to target specific audiences, A/B test and optimise for social channels.

Impact: In just 24hours the campaign was picked up by over 30 major news publications and shared widely over social media with the hashtag #TheWholeTruth… watch this space to learn more and sign the petition HERE.