Project Details
A creative social media campaign leveraging trends to boost Goal Zero’s visibility through social media and drive sales.
Client:
Goal Zero
Challenges:
Increase follower count and, ultimately, generate sales.
Deliverables:
Content marketing campaign with a focus on a viral infographic.
Skills:
Marketing, Social Media, Content Creation, Visual Communication, Creative Direction
Its first weekend brought in $10k in sales
Background Info
Goal Zero came to the agency I worked for to help with their social media. At first they indicated that an increase follower count was their primary goal but after our discovery meeting, we understood it came down to an increase in sales.
Phase 1: Define the Problem
We began by reviewing Goal Zero’s previous content and performance metrics to identify trends:
Educational content
Heavily used in their social channels.
Edutainment
Content that educates while entertaining—consistently performed the best.
This revealed an opportunity to combine education with pop-culture relevance by aligning Goal Zero’s products with The Walking Dead’s survival theme. Our strategy was to develop engaging, shareable content that would resonate with preppers, outdoor enthusiasts, and fans of the show.
The Content Plan
Long Form & PR Out Reach
I came up with a plan to develop out a series of edutainment infographics that showed the use of Goal Zero’s products in different situations. We would develop out the content and use our PR department to do influencer outreach.
The First Concept
We selected “How to Survive the Zombie Apocalypse” as the first topic. We chose this topic because of two things.
- The next season of The Walking Dead was releasing soon.
- We wanted to target the Doomsday Prepers audience group, an audience that had not been targeted in Goal Zero’s marketing efforts.
Phase 2: Production & Publication
We created a captivating infographic that creatively linked Goal Zero’s solar products to survival scenarios in a zombie apocalypse. This playful, yet informative, approach positioned their products as essential for any survival kit.
Micro Content
To extend the reach and lifespan of the infographic, we sliced it into smaller graphics, each highlighting specific survival tips. These were shared across Goal Zero’s social platforms over time, keeping the audience engaged and reaching new followers.
The Results
Over the weekend, Goal Zero reported a $10,000 in sales attributed to the infographic
The infographic saw success
When we launched the infographic, the PR team did influencer outreach to get some traction for the infographic. It was picked up by larger brands like Buzz Feed and Mashable.
An unintended audience, the Doomsday Prepers, started to repost and share the content.
The Other Infographics
