CDP - Viral Seeding

Background

CDP is a charity that specialises in positive changes that effect the environment, focusing on companies, cities and regions.

In 2017 CDP released a short film showing what cities are doing, and can do, to help prevent climate change. The video was released alongside CDP’s Open Data Portal, a database detailing work already untaken by more than 600 cities worldwide.

Objectives

Secure coverage for the video on blogs and websites

Increase views of the video

Increase signatures of Greenpeace’s petition

Strategy

Viral Seeding put together a strategy which consisted of:
• A two phase approach, contacting industry news and web culture sites
• Outreach and placement to blogs and high traffic websites
• Increasing the views on YouTube and LinkedIn via highly targeted promotion

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

Set up highly targeted promotion on LinkedIn focusing on influential city leaders

Set up YouTube targeting to raise awareness of the work undertaken

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

A second phase dedicated to the LinkedIn promotion of coverage secured as part of phase one

Daily reporting and final project evaluation