Green Gatherings
Developed an email marketing campaign, blog content, audience personas, and brand visuals for a fictional sustainable homewares company.
Year
2024
My Deliverables
Email Marketing Campaign
Blog Article
Audience Personas
Brand Visuals & Messaging
The Brand
Green Gatherings is a Berlin-based startup that creates sustainable, biodegradable picnic supplies from leaves sourced from local parks.
The brand’s mission is to create the best sustainable and biodegradable solutions that connect people to the planet through shared respect for nature.
Goals:
Increase brand awareness and trust among German consumers.
Increase sales of sustainable picnic products.
Leverage email newsletter to cultivate a community of customers seeking sustainable lifestyle solutions.
The Challenge
The startup had an initial product launch and a small marketing budget to promote it.
The brand focused on organic content as part of the marketing strategy to be cost effective and to cultivate brand awareness and audience trust in a market full of exaggerated claims (Greenwashing) and economic uncertainty.
Blog Article
The role of the blog article was to build audience trust and brand credibility through educational, top-of-funnel content.
I knew about the complexity of sourcing and supply chains from previous experience in sustainable fashion; I decided the way to build audience trust was to inject that nuance in the marketing materials, not shy away from it. I addressed how the brand sourced its products and why sustainable sourcing was important.
Email Campaign
The role of the email campaign was to keep the brand’s products top-of-mind for customers (mid-funnel content).
The campaign was comprised of four emails and the final email did the best in terms of open rate (83.3%). I think this is for a few reasons:
1. I designed the email campaign to work up to the final email, which was the most sales oriented of the campaign.
2. By the fourth email, the audience was accustomed to receiving emails from the brand. The campaign was of short duration, run over four days, and because of this the brand was able to stay more top of mind for customers.
3. The last email was sent a noon on the Friday before December holidays, a time when the target customers were wrapping up work and checking their inbox more.
