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NBC Universal - Earth Week 2018

Earth Week 2018

 

 

THE ASK

For five consecutive years, we have developed and evolved campaigns for NBCUniversal’s sustainability initiative, Green is Universal, during Earth Week to bring awareness to some of the world’s most pressing social and environmental issues, as well as increase engagement with the brand initiative.

 

THE PASSION

A green future is something we can only achieve together. To show people how they could make a difference, we tapped into their passion for supporting a social cause.

 

THE ACTIVATION

In 2018, we created a social media campaign, Earth Inspires Me, to encourage viewers to share how Earth inspires them to live more sustainably. We created eye-catching videos to tee up the campaign, sharing ways to live a bit greener every day. The video directed viewers to NBCU’s Green Is Universal website to discover more informative content, including animated videos and colorful images that showed how being green impacts the planet and highlighted ways consumers can make eco-friendly choices. A call-to-action encouraged viewers to share, using #EarthInspiresMe, what about our planet inspires them to be green. 

To amplify the campaign and garner more value for NBCUniversal, we formed a strategic partnership with CAUSEBOX to create two on-air moments that featured giveaways of the limited-edition ‘Earth Inspires Me to be Green’ box. These integrations – which would normally incur costs and media buys – were secured as part of our partnership with CAUSEBOX and through relationships with NBCUniversal’s network, such as E!, Suits, Good Morning America and Megyn Kelly TODAY. The high visibility and earned media generated through these partnerships were a result of the quality of our creative content. We distributed the custom, one-of-a-kind boxes to social media influencers to promote a campaign sweepstakes. Select consumers who posted about the campaign using the hashtag and tagging CAUSEBOX won a limited-edition box. Influencers shared content across social media and published editorial content, further extending the reach of our campaign.

102M+

potential reach

7.4K

engagements with hashtag

100%

positive sentiment on social media