We’re big nature lovers here at distillery. Our founder Steve Wheen is an avid gardener and we have plant, cat, and dog parents from our London to Singapore offices. So, the opportunity to work with The Royal Parks, which manages eight royal parks and several other areas of parkland in London, was one that we simply could not pass up.
As part of its Mission: Invertebrate campaign, which aims to enrich wildlife throughout the parks through scientific research, habitat development and public engagement, Royal Parks approached us with a brief:
To communicate the value of our mission, its relevance to local communities, and to inspire children and adults to promote biodiversity.
Our goals included raising awareness of Mission: Invertebrate among new audiences and generating new followers, as well as encouraging followers to engage with Royal Parks content by downloading and using assets to take part in self-led walks.
To make it possible, we ran a paid social campaign over three weeks on Instagram and Facebook, setting three main objectives: engagement, reach, and traffic. We wrote and illustrated 10 infographics designed for Instagram (Feed and Stories) and Facebook.
We also engaged four influencers to help spread the Mission: Invertebrate message further. Our influencers posted lots of different content across their Instagram Feed and Stories.
And the results? We reached almost 1.5 million people in our target audience, with over 8,500 of those people going on to click our links to learn more about Mission: Invertebrate. (That’s seven times the expected KPIs for click-through.)
Best of all, our infographics kickstarted a positive conversation among the nature-loving community, scoring Royal Parks plenty of brownie points from its existing fans and winning them hundreds of new ones. More details to follow when the campaign is complete!