The image contains the text 'ULTIMATE GAME BEACH CAMP' written in bold, uppercase letters with each word in a different color. The background is black.

How do we raise awareness for an organization with no prior social media presence?

Challenge

Climate Basecamp fights to make climate change more “culturally relevant” by tapping into the 5 pillars of culture: Food, Entertainment, Sports, Fashion, and Music. As a newly-formed sister initiative to Arctic Basecamp, their presence is still growing—yet growing fast! In September 2023, they hosted a Save The Flavors campaign in New York City. Their goal? To inform you that some of your favorite ice cream flavors/foods, such as cocoa, vanilla bean, and pistachio, are endangered.

Climate Basecamp asked KMSG to support with:

  • The activation and launch of Climate Basecamp’s social media channels

  • Day-of event support for the Save The Flavors campaign hosted in New York City and capture photo/video throughout the day

  • Post-event social media coverage and tracking analytics across all platforms

Context

Action & Impact

KMSG accomplished the following:

  • Created 30 posts across Instagram, Twitter, TikTok, and LinkedIn on the day of the Save The Flavors campaign, as well as post-event coverage

  • Conducted 13 short interviews with staff and event attendees for TikTok and Instagram

  • Reached over 2,000 unique accounts through 25 Instagram Stories posted during and post-event

  • Facilitated an 82% increase in post views since KMSG began posting to Climate Basecamp’s Twitter account

Text in bold orange and yellow reads "SAVE THE FLAVORS" with additional text underneath stating "September 18, 2023, New York City" on a blue background with orange accents.

 

Meet the Climate Basecamp Founders

Black and white portrait of a woman with shoulder-length wavy hair, glasses, and a slight smile, framed by an orange circle.

Gail Whiteman

Founder of Arctic Basecamp and a Professor of Sustainability at the University of Exeter Business School (UK)

Black and white portrait of a man with short dark hair, wearing a striped shirt and dark jacket, resting his head on his hand and looking at the camera

Rainn Wilson

Actor (The Office), comedian, writer, director, and producer; and founder of the website and YouTube channel SoulPancake

Close-up black and white photo of a man with glasses and curly hair, smiling slightly, inside a yellow circular border.

Chuck Tatham

Comedy writer and producer (Modern Family, How I Met Your Mother, Arrested Development, Night Court 2023)

Interview Videos Shot by KMSG Team Members at the Save The Flavors Event in NYC

Press Coverage

A digital article webpage features a headline about Rainn Wilson discussing climate change and ice cream, accompanied by a photo of Rainn Wilson and another person outdoors in a natural setting, both smiling and wearing winter hats.

Forbes Article

Photo of two people smiling and holding ice cream cones from the Save The Flavors event in Union Square, NYC, on September 19, 2023. They are sitting in the back of a van with a banner displaying various ice cream flavors and climate change messages.

Cision Article

A screenshot of an article about Rainn Wilson discussing climate change and his environmental activism, with part of the background showing signs and decorations related to Earth and climate issues.

EatingWell Article

Example Social Media Assets

Two women serving ice cream at a food truck during a street event in NYC, with a blue counter and a box of assorted ice cream flavors in the background.
A woman with glasses and a black blazer talking to a person holding papers on a city street in front of a vehicle with a poster that reads 'CLIMATE BASECAMP.' The poster features the words 'SAVE THE FLAVORS' and an image of ice cream melting.
Four women standing outdoors at a climate change event, wearing t-shirts with slogans like 'Save the Flavors' and 'Climate Basecamp,' with tents and other people visible in the background.
Four people participating in a climate advocacy event; three women and one man, all wearing campaign T-shirts, standing outdoors in an urban area with buildings and streets visible.
A collage of nine images related to climate change awareness and ice cream flavor promotion, including promotional posters, a person wearing a climate-themed T-shirt, and people enjoying ice cream outdoors.
Two people, a man and a woman, outdoors in a cold, mountainous area with ice and water in the background. They are dressed in warm clothing and beanies, smiling for a selfie.

 

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