Earth Day is celebrated on April 22nd each year and in honor of the occasion, So Delicious Dairy Free announced their groundbreaking new social media campaign in a press release titled “World’s Shortest Grant Application – 140 Characters – Rewards Best Sustainability Ideas for Earth Day.” Environmental activists have a rare opportunity to pitch their ideas for making a world a better place in 140 characters or less using #140Difference. An astute use of new school press release tactics that focus on audience engagement earns this announcement a spot as this week’s Content We Love.
An attention-grabbing headline identifies a problem and solves it. The thought of writing out a 20-30 page grant proposal is without a doubt overwhelming, and it may even deter some from pursuing projects that could change the world. This eye-catching headline crisply summarizes the brand’s radical initiative in a perfectly tweetable length to pique the reader’s interest and engage them immediately.
Visuals that captivate the audience
Visuals establish an emotional connection with the audience by shedding light on the humanity and heart of an organization in a way that text alone simply cannot. So Delicious includes both photos and a video in their release in lieu of lengthy text, generating greater social interaction and audience reach for their message.
A hashtag that seeds social interaction
The embedded video poses a powerful question, “What Can 140 Characters Do?” Social media has reinvented activism as seen in the uprisings of Arab Spring and Occupy Wall Street. What started as virtual social interactions now have a profound impact on our personal lives, and So Delicious cleverly incorporates this idea to promote their CSR efforts, drive the conversation around their content, while changing the world for the better.
Humanize the brand with a quote from thought leadership
So Delicious includes a quote from their Advocacy Marketing Manager, Brittany Horn, which borrows from the principles of engaging on social media to create a more transparent business and open dialogue between the brand and consumer.
So Delicious demonstrates a true understanding of how to find and engage audiences with content that they will care about. Kudos on a job well done!
Author Shannon Ramlochan is PR Newswire’s Content Marketing Coordinator. Follow her on Twitter @sramloch.