case study – tides2tea

Overview

Tides2Tea was a campaign run by a start up tidal renewable energy company.
The idea behind the campaign was to gain low level investment as well as educate the public on tidal energy.
The campaign had been running for around 12 months but a big push was needed to increase the awareness as the parent business was getting closer to launching.
There was no strategy behind the campaign and it didn’t have it’s own identity either – there as a lot of work to do!

Solution

Working with the founder of the parent company and the project manager of the business, I developed a robust strategy around getting the campaign out to the general public.
It was decided the campaign would be more of an awareness campaign rather than an investment seeking campaign – Tides2Tea was to educate the public on tidal energy with the hope that would create systematic change in the energy sector.
During the strategy stage I identified two key audience segements – the environmentalists and those worried about the cost of energy. Although they were two very different sectors, there were times the two overlapped which kept the campaign clean and smooth.
With the brand strategy complete I created the visual identity along with a full marketing plan that the whole team in the parent company could buy into.
The main source of marketing was social media – Instagram and YouTube mainly – so I created a full content plan to fit along the side the marketing plan.
I also updated the website to reflect the new strategy and tone of voice.

Outcome

Once the brand strategy and marketing plan had been created, the marketing itself came easily as I knew the tone of voice and messaging for the campaign.
I created a series of reels highlighting the damage the climate emergency is having on the sea and how using the sea would keep it safe.
I also created another series that looked more at the cost of energy for the other audience I had identified.
Sadly the parent company ceased trading before I could really see the impact of the campaign but I do know the reach and engagement of the reels was constantly going up during the time I was involved.