Evergreen: Networking for corporate hippies
Evergreen is a diverse community of professionals and students dedicated to addressing the climate and sustainability challenges. They represent a wide spectrum, from individuals in startups to those in established corporations, all sharing a common mission. To facilitate connections, Evergreen organizes speed networking events, where members connect for 5 or 10 minutes, opening opportunities for future collaborations and discussions.
Developed the brand strategy through audience interviews, established the brand identity, and managed Meta and LinkedIn ad accounts for Evergreen. Tested diverse audiences, creatives, and messaging, making data-driven adjustments for future ad campaigns. The outcome was ‘slightly viral’ ads, significantly reducing costs and greatly boosting conversions.
Process Highlights:
Challenge: While recognizing the seriousness of the climate crisis, I also understood the need to avoid overwhelming negativity and doomsday messaging within the networking community.
Solution: I crafted a brand that strikes a balance between positivity and lightheartedness, while maintaining a professional and clean image.
Challenge: Addressing the diverse group of professionals engaged in climate-related work, which is more a business philosophy and value system than a traditional industry.
Solution: After confirming that many individuals resonated with the term ‘professional hippie,’ I adopted it as a creative guide for our brand and content.
Speed networking events for corporate hippies and entrepreneurial tree-huggers working to solve the climate crisis. Find your people.
Top converting Meta ad
This image decreased the cost of conversion from around $14.00 to $3.00. It went slightly “viral” as we gained over 300 likes and 18 organic re-shares on a brand new Instagram and Facebook account.
Other top converting Meta ads
Top converting LinkedIn ad
Also a brand new LinkedIn company page and ad account, this GIF collected 23 organic reactions and shares.
WordPress Site
