Healthy Home Hacks
Seeds of Change is an organic food brand on a mission to make communities and the planet healthier all by encouraging people to eat more plants.
During the peak of COVID panic in March 2020, we launched a data-driven social media campaign focused on alleviating consumer burden and anxiety, all by focusing on simple, plant-based home hacks. Whether it was recycling toilet paper tubes into seed starters, propagating green onions, or creating a meal made of leftovers and canned veggies, we sought to make healthy living more accessible (and joyful) — even in the middle of a pandemic.
As a result, we grew the brand’s Instagram following by 17.5% and saw average engagements increase by 20% organically.
Behind the Strategies & Tactics
Strategic Creative
Our creative was born out of data and insights. We used research, social trends, search trends, and consumer insights to develop creative that was targeted at the consumer’s wants and needs. They searched for “low-waste living”, we showed them how to prevent food waste. They reported higher levels of anxiety, we educated them on foods that promote relaxation. For six months, we distributed content that aligned with the ultimate mission of creating healthier lives and a healthier world, all while staying relevant to the current consumer landscape.
Platform Strategy
With a high volume of consumer-first content, we needed a solution that encouraged consumers to intentionally revisit our channels and view the brand as a source for healthy home solutions. To do this, we published specific content subjects on specific days. Every Monday, we shared meatless meals. Every Wednesday, we shared tips on wasting less. Every Friday, we shared how to grow your own food. And every Sunday, we shared self-care tips. Additionally, we rebranded the social pages (creating a “social landing page”, so to speak) to promote this content series and drive awareness for new visitors directed from paid promotion.
Paid & Organic Distribution
To let loyal and new audiences know about our “Healthy Home Hacks”, we not only revised our organic channels to cater to this campaign, but we also promoted this content through paid social. Though not a sales-first campaign, this allowed us to drive users to retailers (should they wish to purchase) and to our organic channels to benefit from the consumer-first content.
click through each image to view samples of the promotional content
