How we co-created a bespoke social media strategy to power a community movement around an eco brand
The backstory
For over 40 years, Ecover’s aim has been to create positive systemic change within the world of everyday products.
In Ecover’s words…
“This is about more than fresh socks and squeaky-clean pots. This is about respecting the planet and looking out for nature. This is about fixing our waste culture and making an impact on our impact. Every basket of laundry and stack of dishes is a chance to shake the status quo. Because we need system change, not climate change. And together we can roll up our freshly laundered sleeves and get this revolution on the road.”
Ecover needed a refreshed social media strategy to help them power the revolution.
How it went down
We brought key people together across different departments, from content creators to brand directors, for a strategy workshop to cover the fundamentals, share perspectives and get everyone on the same page.
Each member of the team had some time to think through ‘what success looked like’ and then we shared and discussed. From big picture thinking about brand success to super specific metrics we built a set of clear objectives, a vision of a successful social media strategy and an appetite for big ambition.
Along with our social review, competitor analysis and our understanding of the brand’s 5 year plans across the UK and EU markets, we worked closely with the team to build a bespoke, forward thinking strategy that was as simple as it was powerful.
This strategy was focused on growing share of voice in the market, building engagement, elevating the brand’s reputation with its target audience, and growing a large, mobilised community who lived their values in terms of sustainable and eco-friendly consumer habits.
The results
Social became a place to really power the brand’s mission, by deepening relationships and strengthening the community. Really getting back to what social is all about.
We designed a ‘circular economy’ content strategy that aligned perfectly with their brand values of recycling and reusing. This approach minimised waste in content creation time and effort and maximised impact in engagement and insight.
On reflection…
We loved working with the Ecover team. Their passion for growing a movement and creating real behavioural change at scale was something our team were all really excited about.
The strategy project was challenging but incredibly rewarding. The fact that we developed it with multiple team members involved meant that there was buy-in across the brand and a real excitement and desire to see it come to life.