Our objective was to increase social engagement and, more importantly, encourage viewers to join the NRDC Action Fund.
Our strategy was to leverage famous political speeches that inspired real action and tweak them to highlight the fact that liking and emoting social posts is a good start, but may not lead to actual change. Instead, consider joining the NRDC Action Fund, where the viewer can truly join in changing the world. These films were made all the more relevant as they were launched on Presidents' Day.
From its launch on Feb 20 to a milestone of September 12—less than seven months— NRDC Action Fund Membership rose 52% - a first step in making a difference.
Click through rates also increased 280% from our year over year average.