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


Campaign Results


8 pieces of coverage secured to over 5.3m monthly unique visitors



21k views via YouTube promotion



51k+ impressions on LinkedIn


Highlights & coverage

Reference links

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