Grid Alternatives Digital Interactive Ads
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What?
We created a campaign to increase brand awareness through viewers interacting and sharing our posts on four different social media platforms. We wanted to raise awareness of GRID Alternatives and the services they offer as well as encourage people to participate in the GRID Alternatives community.
Who?
GRID Alternatives is a 501 national nonprofit organization based in Oakland, California. They install rooftop, community, and multifamily solar electric systems for low-income families. They believe that clean, solar electricity should be free and available to everyone. The target audience is low-income single-family homes located in California, Colorado, and the Mid-Atlantic Region.
By celebrating Earth Day, we can instill a sense of awareness about GRID Alternatives and how beneficial solar energy is to the environment.
Big Idea:
Inspiration:
We found our inspiration with other organizations' earth day campaigns, as well as interactive social media posts that we thought would work well with our audience. We wanted to create content that the audience would have fun participating with.
Instagram Ads:
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For interactivity, we wanted to increase engagement by providing interactive features that make the audience want to participate and share. We chose to make an interactive quiz, where the audience was encouraged to test their knowledge of solar energy with Instagram's quiz feature and be able to learn new facts. We also choose to make a fill-in-the-blank” Earth Day Activity” story graphic where the audience can screenshot the graphic, fill in their own answers, tag their friends, and repost it on their own story. This allows the audience to personalize their responses and encourages them to share the content on their own stories., On both posts, we used the hashtag #earthdaywithGRID to encourage our audience to use the hashtag when reposting the content.
Facebook Ads:
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For Facebook, we decided to go with a Zoom conference invitation with GRID Alternatives CEO Erica Mackie. On Facebook, you can create events where people can RSVP through the Facebook site and share it with their friends. We also decided to go with a fun infographic sharing different ways to celebrate Earth Day with grid and share with their friends using the hashtag #EarthDayWithGRID.
Tik-Toks:
For Tiktok, we decided to make content that follows current trends on the platform. For the first video, we decide to use Harry Style’s newly released song “As it was” to show how renewable energy has changed over time. We chose to feature aesthetically pleasing videos of landscapes and solar panels while sharing informational facts. In the caption, we encouraged users to comment on how they are celebrating, as well as used our campaign's hashtag. For our next TikTok, we followed the trend of using the song “Just a Little While” by the 502s to post a collage of videos of nature throughout our camera roll. We decides to do a mix of personal content as well as professional stock videos of solar panels to make it look less like an ad, but a video the audience would likely see on their “For You Page”. In the caption, we encouraged people to use the sound and hashtag from our video to make their own “earth day from their camera roll” video.
Created with Anna Thornton, Sid Arkalug, and Arainn Murphy
My Role: Instagram Stories, Facebook Graphic, and Strategy