Background

Greenpeace is a worldwide organisation who focus on human and environmental rights.

Don’t Panic worked alongside Greenpeace to produce a spoof Netflix ad asking viewers to sign a petition to encourage Netflix to stop using ‘dirty’ energy and switch to 100% clean energy. The ad used clips from popular Netflix shows including House of Cards and The Unbreakable Kimmy Schmidt to have characters reacting to the news.

Objectives


Secure coverage for the spoof Netflix ad



Increase views of the video



Increase signatures of Greenpeace’s petition


Strategy

Viral Seeding put together a strategy which consisted of outreach to relevant high-traffic websites and blogs.


Researching and putting together an extensive list of target websites



Drafting an outreach template which included key campaign information



Individually contacting blogs and websites to sell in the story



Organising placements on websites we have pre-established relationships with



Regular monitoring for new coverage and researching breaking news stories to encourage inclusion of the video



Daily reporting and final project evaluation


Campaign Results


13 pieces of coverage secured reaching over 170,000,000 people



Coverage secured on massive international websites including The Hollywood Reporter, A.V. Club and Fortune



Coverage secured on respected tech sites including Tech Crunch and Geekwire


Highlights & coverage

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