Mastering Effective Content: Greenpeace at Engage Prague 2017

Greenpeace is one of the world's most iconic organizations advocating for world peace and environment protection. On May 19, Greenpeace’s Laura Hilliger will take over the stage at Engage Prague to share the legendary organization’s experiences with leveraging social media to effectively reach millions of people and raise global awareness.

Greenpeace has long been using social media to appeal to worldwide communities concerned with environmental issues. They're known for launching powerful campaigns, frequently aimed at unmasking global concerns and corporations' worst environmental practices.

Greenpeace's campaigns are planned and executed up to the very last detail. The organization combines powerful text with compelling visuals, and often puts their content in a broader context of popular conversation to additionally amplify their message.

One of the most effective campaigns of this type was executed by Greenpeace against the companies adding microbeads (tiny solid plastic particles) to their products. In June 2016, Science published a report warning about the destructive influence of microbeads on larval fish, which quickly became a hot topic on the Internet. Greenpeace leveraged the buzz to draw public attention to the problem of microbeads with this video:

This Facebook native video explaining how microbeads can harm marine life achieved amazing results. Despite not being promoted, it was watched almost 6 million times and garnered nearly 100,000 Interactions, 23% of which were Shares! It was also Greenpeace's most engaging content piece published in 2016.

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Screenshot taken in Socialbakers Suite

The video had a huge impact not only on social media, but also in real life. It helped to publicize a problem that has previously been ignored and encouraged global brands, such as Procter and Gamble and Estee Lauder, to commit to removing microbeads from their products.


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This is just one of many examples of Greenpeace's successful social media campaigns.

The organization keeps a very active official Facebook presence, publishing an average of more than 123 posts every month between April 2016 and April 2017.

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Screenshot taken in Socialbakers Suite

This amount of content allows Greenpeace to generate outstanding engagement. Over the course of the past 12 months, they received more than 6.1 million interactions. And around 22% of Greenpeace's interactions were Shares.

This demonstrates just how impactful the organization's content is, prompting their community to spread Greenpeace's message to friends and family.

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Screenshot taken in Socialbakers Suite

The Takeaway

Greenpeace knows that an organization of their caliber has to take to social media to reach an ever expanding, savvy digital audience. And they’ve shown they are masters at creating effective content which their audiences consume and share.

On May 19, Greenpeace’s Laura Hilliger will appear at Engage Prague to talk about their approach to social media. So if you'd like to learn more about how leading non-governmental organizations are leveraging social, this is your chance. There are still conference tickets available, so get yours soon!

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