Web & Social Media Earth Day Campaign
Client:: Brightwater Homes | Atlanta, GA
Brightwater Homes is unique among new homebuilders in many ways – one that it holds most dear is its devotion to environmental stewardship and conservation. As 2020 marked the 50th annual Earth Day celebration on April 22nd, the Brightwater team had initially planned neighborhood events to raise awareness and education about its sustainable building practices in keeping with the heart of its team’s commitment. What they didn’t plan for was the unprecedented lockdown brought on by COVID-19 that began in March and stretched on for weeks. Unable to safely host events, Brightwater instead turned to Clementine to take their Earth Day festivities into the digital realm.
At the end of April, the digital results were also unprecedented. Brightwater’s website recorded its highest traffic since its launch. On social media, it generated more than 160,000 organic impressions and added more than 1100 new followers. How did it happen?
Clementine planned a three-week digital campaign built around Brightwater’s central website and social media platforms. The website itself went green, literally, trading out Brightwater’s signature blue for a vibrant green tone highlighting its sustainability message. Blog content educated and engaged visitors by delving into unique aspects of Brightwater’s sustainability efforts while individual neighborhood pages were enhanced with green-friendly highlights about their homes.
On social media, creative content on Facebook, Instagram and IGTV resonated with Brightwater’s existing audience and helped to draw in new followers who connected first with the sustainability message. In fact, Earth Day content alone generated more than 660 engagement actions.
The power of social media combined with the power of Brightwater embracing and celebrating the values at the core of its story led to a campaign that connected in a big way – and with big results.