90% of our clients start their journey with us with our Brand & Marketing Audit.
The brief
We love working with organisations who are just as ambitious as us. When Krystal told us about their commitment to planting one billion trees by 2030 (in partnership with
1t.org), we knew that we were the marketing and design partner to help them communicate their campaign to the world. The team were passionate about deforestation and its related impacts, and it was clear the campaign was not only about raising awareness, but also empowering others to take action.
Campaign creation | Sustainable Marketing strategy | Social media support
Our work with Krystal
After an initial discovery session with the team - in which we discussed the themes and goals of the campaign - we began by working on a strategy for the launch, to tie in with the media interest surrounding COP26. We began by writing the copy for the website, which then formed the basis for our social media content. Using our experience of the minefield that is sustainable marketing, we assisted the team with their messaging, ensuring that the language used was transparent, accurate, and engaging.
We designed a flexible range of social media templates, using a variety of designs from carousel posts to 9x16 animated graphics for vertical channels like Instagram Stories. We also created a striking and impactful landing page with an integrated ticker, counting trees as they are planted. Flat, 2D graphics set the backdrop, as vibrant and playful 3D illustrations added colour and depth to the page.
We set the groundwork for a long-term partnership that ensured regular and robust campaign management. One billion trees is no mean feat, so a lasting and meaningful client/agency relationship was key, and by dedicating time and resources from the Avery & Brown team, we’ve ensured that Krystal's efforts won’t go unnoticed as they edge closer to their target.
"I came across Avery & Brown on LinkedIn and was struck by how concise and powerful their climate messaging was. Imagine my delight when I found out that not only did they care deeply about the planet, like us, but that they were a comms company and we could engage them to help share our message! Comms is one of those sacred functions within a company; you don't let just anybody talk on your behalf. So it is a sincere and heartfelt compliment when I say that I am happy to trust Avery & Brown with Krystal's voice.”
The results
Our initial work with Krystal resulted in a widely successful rollout of the initial campaign assets, with posts on LinkedIn receiving a 10-fold increase in engagement compared to the previous average. Similar success was measured across Twitter and Facebook, with Krystal’s followers and in many cases, clients, rallying behind the hosting company's initiative and thus spreading the marketing message further.
Our final deliverables of a set of individual and highly customisable social media templates, combined with an inviting and engaging landing page, gave Krystal a strong start in the long-term project, with company founder, Simon Blackler, praising our efforts and the results.
“It's always great to work with a client whose values align so well with your own. Simon and the rest of the team's ambition is inspiring, and we knew straight away there was so much we could do for such a unique company.
We're really looking forward to the next steps of our partnership, and seeing Krystal go from strength to strength."
RUSS Avery
CEO & Co-Founder, Avery & Brown
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