How Fairtrade successfully engaged with their audience through creative social media content
Do you ever wonder where the coffee you had this morning came from?
In today’s world of industrialization and fast-paced capitalism, farmers and workers in developing countries usually work under terrible conditions and low income.
As a leader in the global fair trade movement, Fairtrade supports and challenges businesses and governments and connects farmers and workers with the people who buy their products. Their mission is to change the way trade works by raising awareness, helping farmers set better prices and work in proper conditions. With the help of Fairtrade, farmers and workers take control of their lives and decide how to invest in their future.
When you see a product with the Fairtrade logo, it means it has been approved by the independently certified standards. By choosing Fairtrade products, people can create change through their everyday actions.
Fairtrade Belgium recently went through a rebranding process as they wanted to connect with younger generations. By creating a fresh and modern style, Fairtrade Belgium became more relatable for their young consumers.
Together with a complete redesign, they also set up a suitable content strategy. However, they needed help with translating the new “out-of-the-box” approach into their social media accounts.
“We chose Chase because we needed an extra hand with our social media. We wanted to create social media formats for our ongoing content on Facebook and Instagram, that we can fill in according to the theme we want to discuss that month,” says Sara Vertongen, Digital Communication Manager at Fairtrade.
Chase Creative was a great fit to help Fairtrade with their shift in social media marketing, not only because of shared values but also because Chase understands very well how to connect with a young audience.
The Fairtrade marketing team set clear goals: the social media content needed to activate engagement, spark conversations, collect likes, shares and tags.
“Our goal was to create content to reach a younger audience, and get our engagement rate up, and wanted to use Chase’s expertise in helping accomplish that”, explains Sara.
Chase Creative took charge of the entire creative process, from coming up with concepts, creating attractive visuals and witty copy. They worked closely with Sara and her team to create two different concepts: one for a summer campaign starting in July and another one in September.
The first campaign was designed to support the local small business during the pandemic crisis. The goal was to highlight a few of Fairtrade key partners that focused on sustainability.
The second campaign was designed around Galler re-branding as the first big Belgian chocolate brand to completely switch to Fairtrade. This was a big announcement because it confirmed the shift in the Belgian chocolate industry, which is one of the largest manufacturers of chocolate in the world, towards the more sustainable and fair collaboration between suppliers and producers. The social media visuals promoted the new look of Galler which was also created to appeal to younger audiences.
Both campaigns were based on three different concepts:
First was revolving around the stories of “Humans of Fairtrade”. The objective was to show real consumers and their testimonials on why they choose products supported by Fairtrade. The visuals were inspiring and relatable, as real people shared their stories.
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L'histoire de Valentin dans @botanicalbyalphonse est tellement inspirante! Connais-tu d'autres entrepreneurs passionnés par la transition durable ? Partage-les dans les commentaires! 👇 📷 @fannymyardphotography “Depuis le début de l’entreprise (2016), nous avons toujours choisi l’artisanal pour nos préparations (sirops, cordial et infusions faites sur place). Nous achetons nos thés et nos épices chez un commerçant qui choisit des petits fournisseurs et producteurs de thé et d’épices familiaux ou issus de petites exploitations. Notre engagement vient de notre philosophie, mais aussi de la qualité des produits, car ces producteurs misent sur l’amour de leur métier et pas sur les profits. Nous parlons évidemment de la provenance de nos ingrédients car ils font partie de notre concept et c’est grâce à eux que notre clientèle apprécie nos cocktails. Les clients sont de plus en plus conscients de ce qu’ils mangent et de ce qu’ils boivent et ils aiment entendre l’histoire derrière nos cocktails. Nous avons parcouru pas mal de destinations à travers le monde grâce à notre métier et nous aimons prendre nos clients avec nous à travers nos réseaux sociaux et les menus que nous changeons toutes les 3 semaines, qui reflètent nos voyages et expériences. Nous prenons nos inspirations à travers nos expériences culinaires d’ici et d’ailleurs, les épices, les fruits et les spiritueux que nous goûtons. J’ai eu la chance de visiter Haïti l’année dernière pour le championnat du monde Clairin où je représentais la Belgique. La culture de la canne à sucre, les épices et produits m’ont touché au plus haut point. Le Clairin est une eau de vie de canne à sucre qui est produite à partir de races locales et anciennes. Haïti est un des derniers berceaux des Cannes à sucre originelle, en effet les haïtiens n’ont pas accepté la colonisation et ont très vite repoussé les colonisateurs français, ils ont ainsi empêché l’utilisation de canne industrielle et de pesticides sur leur île." #connectwhatsgood #supportyourlocals #namur #namurmabelle #fairtrade #organic #fairtradeorganic #fairtradebelgium #fairtradedifference #fairtradematters #shopfairtrade #buyfairtrade
The second concept was all about witty quotes that are relatable to younger audiences.
The third type of content was a more informative one created in FAQ format. By sharing key fair trade facts, the objective was to raise awareness and inform people about the important food industry questions, as well as environmental issues.
Both campaigns had great success and the Fairtrade team was happy with the collaboration and overall results.
“Fairtrade is a broad concept: at first sight, it looks easy enough to explain, but there is so much content, so much to talk about, that we tend to make it too difficult for our consumers to understand. That’s why it was helpful to have creative people look at this with fresh eyes,” concluded Sara.
The first campaign reached a total of 492 113 people, with 4 869 likes, 93 comments, and 129 shares.
The second campaign with Galler reached 553 920 people, with a total of 12 577 likes, 582 comments, and 404 shares.