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/ October 26th 2020
Exports and International Trade

Footprint is a US company at the cutting edge of plant based material science. It worked with Crowd, a UK based global creative agency, to help leverage nominations for Dark Waters to win best film at the Environmental Media Awards.  

The challenge
To help raise awareness of the problems of single-use plastic, Footprint briefed Crowd to create a social campaign to leverage nominations for the film ‘Dark Waters’ at the Environmental Media awards. The film is a true story about a US chemical company knowingly poisoning a small American town, and complements Footprint’s mission to expose the true impact of plastic on both our health and the environment.

The idea
By using footage from the Dark Waters film trailer, Crowd wrote, edited and produced a video post which was promoted on Facebook in the week running up to the awards. The video built on the theme of corporate corruption and cover-ups,  and invited people to share the post, in order to share the truth.

When Dark Waters won the award, we switched the campaign strategy to build on this momentum and used Facebook ads to promote a Facebook Live Q&A event with key people associated with the film. This ran for several days to drive interest in the event.

The media spend was used to maximum effect aligned to the objectives, with a low cost-per-result (views, event responses) and a low frequency, ensuring we reached as many people in our target audience as possible.

The results

. ThruPlay views 244% higher than estimated

. 811k+ overall impressions

. 900 shares within 1 week

. 1 happy client
I recommend them and was blown away by this UK team!” Susan Koehler, Chief sales and Marketing Officer 


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