Power to the planet

Instagram came to us with a planet-sized challenge: announce its new fundraising feature and time it with Earth Day 2022.

We knew that a grassroots effort on the local level, combined with a smart digital strategy, would be the best way to get the word out. First, we launched with a video, teasing that something big was coming. While we wanted Earth to be the star of the show, we also wanted to demonstrate the power of the platform, so we used Reels to highlight all the amazing beauty of our home planet.

Then, on Earth Day, we partnered with key influencers in the conservation community and encouraged their followers to use the fundraising feature. Our message: Small actions add up to a huge impact when everyone does their part.

Meta’s Social Impact team runs the company’s pro bono and purpose marketing arm and helps amplify the reach of thousands of creators and causes around the world. But for Earth Day 2022, they wanted to take the emphasis off their company and shine a light on the individuals making change happen in their communities.

Partnering with Zyahna Bryant, Nathalie Kelley, and Bustle allowed us to carry our message of local empowerment straight to the user level, encouraging influencers and users to try Instagram Reels to help raise awareness, engage supporters, fundraise and more.