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
The third season of the Walking Dead is about to come out and Goal zero came to the agency I worked for to help with their social media. They said they wanted to increase follower count but at the end of the day, they wanted to increase 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.
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
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.