Year: 2018-2020
Role: Senior Marketing Consultant
Contribution: CEO, CMO, Marketing team, Envision-Creative
Opportunity
Re:wild (Formerly Global Wildlife Conservation) is a non-profit that was founded in 2008 with a vision for protecting and restoring our planet’s most threatened species and biodiverse ecosystems. Re:wild steadily grew wallet share with its loyal donor base over time, but lead generation remained stagnant. There was an opportunity to broaden its reach to new audiences through brand awareness and digital marketing tactics.
Over the course of two years, the following strategies set Global Wildlife Conservation up for a successful rebrand to Re:wild in 2021.
Approach
- Redesign the website, improve SEO, conduct message testing and apply insights to content marketing tactics to increase traffic and engagement.
- Launch breakthrough campaigns, amplified via a newly established ambassador program to generate brand awareness via PR and social media.
Impact
The digital marketing overhaul was successful at driving awareness and engagement with new audiences, including a +214% increase in site traffic and +80% increase on social followers YoY.
In collaboration with the stellar internal marketing team, 2019’s communication campaigns drove 7.6K media hits worldwide, 19B+ reach and $180M+ ad value (Campaign examples: Romeo the Frog, Search for Lost Species, Silver-backed Chevrotain and Wallace’s Giant Bee).
Romeo The Frog on The Late Show
Insights from the website redesign, successful campaigns and the new influencer program established the foundation for the successful Re:wild rebrand with support from founding board member, Leonardo DiCaprio.
