Engagement exceeded targets by 300 percent
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.
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 .