Launching World Meat Free Week, by uniting a global community of micro-influencers
to pledge to go meat free and inspire their audiences to do the same.
Greenpeace wanted to challenge social norms around eating meat and get people to take action on a personal level by pledging to join #WorldMeatFreeWeek
We needed to encourage people to join the movement and commit to consuming less meat and dairy for a healthier planet; taking steps towards reducing climate change, water pollution and carbon emissions.
Countries: Austria, Denmark, Greece, Israel, Italy, Philippines, Switzerland, Spain, Thailand
To achieve this, we created a global community of 9 micro influencers who were primarily meat eaters to take the pledge themselves and then encourage their audiences to do the same.
In the build up to World Meat Free Week, all influencers featured in a teaser film, to kick off the global campaign, which served as a rallying cry across social, to get their audiences to pledge to make small, achievable adjustments to their eating behaviour during World Meat Free Week.
When World Meat Free Week began on 11th June 2018, all influencers began to seed out their own individual social content, showing exactly how they put their pledges into action, to show the audience just how achievable it was.
The global content delivered huge results and positive engagement in a short space of time.
Collectively the micro influencer led content delivered an engagement rate of 3.34%. Over double the industry benchmark (1.55%), showing that it truly resonated with a new audience for Greenpeace.
All micro-influencers indicated that their audience were extremely receptive to World Meat Free Week and that the content had inspired some of their followers to rethink their meat consumption and actually look to make changes to their behaviour:
“A LOT OF MY FOLLOWERS DIDN’T CONSIDER THIS INITIATIVE BEFORE SEEING MY CONTENT. LOTS OF THEM TOLD ME THAT WHAT I WAS DOING WAS VERY IMPORTANT AND THAT THEY WOULD SUPPORT THE CAMPAIGN.”
“I HAVEN’T SEEN ANY NEGATIVE COMMENTS SO FAR, PRACTICALLY ONLY A POSITIVE AND SUPPORTIVE RESPONSE.”
“I WAS SURPRISED HOW MANY PEOPLE SUPPORTED THE PROJECT AND SOME EVEN SAID THEY WILL CHANGE THINGS FROM NOW ON.” (JULIA, AUSTRIA)
“OUR AUDIENCE LOVED EVERYTHING ABOUT THE CAMPAIGN AND WERE WILLING TO BE A PART OF THE WEEK.”
(POLLY AND VIVIAN, GREECE)
Comments from the audience across social, showed a real behaviour change, as they took the pledge for World Meat Free Week:
“I AM NOT VEGAN BUT I PLEDGE TO CHANGE SOMETHING AND WILL TRY TO EAT PLANT-BASED ONCE A WEEK”
“AMAZING, YOU INSPIRE ME AND I’M TAKING PART IN THIS WEEK FOR SURE.”
“I’M SAVING THE DATE AND SHARING THE MESSAGE!”
“YOUR INITIATIVE IS REALLY WONDERFUL, I WILL TAKE PART IN THIS TOO."
“AMAZING!!! THIS VIDEO HAS BEEN SENT TO ALL MY WHATSAPP GROUPS!”
“I LOVE MY MEAT, BUT I’LL DO THIS 1 WEEK NO-MEAT CHALLENGE WITH YOU.”
“YES I’M GOING TO TAKE PART!!!! AND MY MOM AS WELL!”
Visit our blog to take a look at all of the pledge films!