Background

H.O.P.E. What You Eat Matters is a documentary that uncovers the effects of our typical Western diet on health, the environment and animals, and promotes a whole food plant-based diet as the logical alternative. The full film is available to watch for free on YouTube and the H.O.P.E. The Project website.

H.O.P.E. approached Viral Seeding to spread awareness of the film within the English-speaking vegan community and beyond.

Objectives


Secure coverage of the film on relevant websites and blogs



Build wider awareness of the film and its key messaging



Increase views, engagement and sharing of the film


Strategy

Viral Seeding put together a strategy which consisted of outreach to relevant websites, blogs and influencers.


Researching websites, blogs and Facebook pages who were likely to have an interest in the film



Reaching out to relevant websites and blogs to encourage them to embed the full film or the trailer on their site



Following up with leads and monitoring for coverage



Weekly reporting and final project evaluation


Campaign Results


22 pieces of coverage secured, reaching over 11,200,000 people


35 Facebook posts to over 2,109,000 followers


9 tweets to over 32,000 followers



11 inbound links to the H.O.P.E. website created


Highlights & coverage

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