When you want an instance of how social video can do good on this world, look no additional than #TeamTrees.
The marketing campaign originated in May 2019 as an off-the-cuff problem posed to YouTube creator and streamer MrBeast from his followers on Reddit. They needed him to plant 20 million timber by 2020 to have fun his 20 million subscriber milestone.
MrBeast accepted, and partnered with fellow YouTuber and ex-NASA engineer Mark Rober to develop the #TeamTrees marketing campaign. Over a interval of a number of months they organized a community of fellow influencers, produced content material, and laid the groundwork for an enormous crowdfunding initiative the place for each $1 raised, one tree can be planted by the Arbor Day Foundation.
On December 19, lower than two months after launch, #TeamTrees hit its objective of elevating $20 million to plant 20 million timber in areas of excessive want round the world.
While clearly showcasing the energy of the web, #TeamTrees nonetheless wouldn’t have been potential with out two very important components: social video and knowledge.
These two components helped drive the marketing campaign’s huge success. To date, its numbers embody:
- More than 8000 movies mentioning #TeamTrees from 400+ international creators
- Nearly 307M whole views
- Over 19M engagements
We sat down with two #TeamTrees insiders, Campaign Director Matt Fitzgerald and Social Video Strategy Consultant Sam Chaffee, to be taught:
- How social video performed a major position in driving consciousness of the marketing campaign
- How knowledge helped them work out which creators to companion with
- Why a strong social video technique is essential to the success of any nonprofit group that desires to defend and protect the planet
Here’s what they’d to say!
Tubular Insights: There was loads of consciousness round #TeamTrees regardless of it launching lower than two months in the past. What position did social video play in that push?
Matt Fitzgerald: #TeamTrees wouldn’t exist with out creators and influencers making social movies and with out their followers responding again and making the marketing campaign their very own.
Fairly early on, we reached 200M views on YouTube, and in a while we hit over half-a-billion views on TikTookay, as effectively. Those viewers turned our donors and supporters. They turned #TeamTrees.
We began #TeamTrees by constructing off the relationships and present neighborhood amongst creators, however then we added to our community utilizing knowledge we bought from Tubular.
We first mapped the connections we already had after which recognized extra of us we needed to attain out to. The mixture of friendships and knowledge allowed us to set information and be so profitable.
Sam Chaffee: The social video story right here is compelling. We solely began by reaching out to a couple of hundred creators, however now when you take a look at the quantity of people that have uploaded movies speaking about #TeamTrees, it’s over 8000.
That’s social nature at work. We proceeded with this core group of influencers after which audiences simply took it and ran with it.
TI: How did you employ knowledge to uncover the influencers you needed to work with to promote this marketing campaign?
SC: The marketing campaign began out as a fan concept that MrBeast and Mark pursued. They have some nice contacts in the YouTube area, however we knew we’d want to develop past every of their communities.
YouTube has so many alternative sorts of creators and sorts of content material, and for higher or worse, niches can stay on their very own. So Tubular’s creator categorization was a giant assist when it got here to viewers overlap.
We had been ready to see all these superior science creators from Mark’s facet and leisure creators from MrBeast’s facet. But we didn’t actually have anybody in the magnificence area or household vlogs, that are arguably two of the greatest content material classes on the platform.
Data helped us phase and goal these audiences we weren’t going to attain naturally except we made a concerted effort to establish and attain out to these individuals.
It’s such a giant process figuring out who would carry the most worth to the marketing campaign when it comes to engagement. For instance, having a ton of subscribers doesn’t essentially imply a selected creator’s video goes to get a lot of views.
Therefore, we checked out Tubular’s V30 stat to see what number of views creators had been averaging after 30 days. It made sense to us to begin at the prime of this checklist, assuming we would have liked to get x-number of views primarily based on an estimated conversion fee.
Data introduced a stage of effectivity we may’ve by no means achieved utilizing native analytics.
Also don’t miss: Why viewers measurement is the subsequent step in social video
TI: What had been some benchmarks you regarded for in marketing campaign companions?
MF: For the scale of what we had been making an attempt to do, there simply aren’t that many benchmarks. As we had been making an attempt to do conversion math, it was very arduous to discover precise fashions as a result of we had been making an attempt one thing that had actually by no means been achieved on this specific means earlier than.
If we checked out who was already on board, after which who our outreach targets had been, collectively over the course of a really brief marketing campaign, what may we truly anticipate?
As our creator community was getting enthusiastic about launching the marketing campaign, having arduous knowledge gave us real-time updates to our estimates, allowed us to recalibrate our recruitment ways, and likewise generated pleasure throughout platforms.
Having precise numbers was big for us each operationally and when it comes to constructing a story for a marketing campaign that hadn’t truly launched but.
I positively checked out international locations, too. One of the perceptions we had been making an attempt to dispel was that #TeamTrees was nearly MrBeast and Mark Rober, or simply about English-language creators.
As creators signed up for the marketing campaign, we had a spreadsheet operating and we had been ready to cross-reference these sign-ups into Tubular. From there, we may see dozens of nations represented.
Even although I’d by no means spoken to many of those creators, I may very simply see who was on our rising crew and supply some statistics that helped the media perceive that the marketing campaign had grown past its origins. In the finish we obtained donations from almost each nation on earth.
TI: What does the success of the #TeamTrees marketing campaign suggest about how nonprofit campaigns or organizations ought to use social video?
SC: On some nonprofit social video campaigns they take avery top-down strategy, the place they need to make an ideal piece of content material about their message and management that message very tightly.
With #TeamTrees we needed to find yourself with the natural momentum of a bottom-up marketing campaign, however to begin it through the use of top-down distribution.
For us that meant spreading the seeds of our message to the influencer neighborhood after which letting them run with it — leveraging their distinctive creativity and their relationships with their followers. A giant takeaway can be studying how to plant that seed, specifically when it comes to the sort of viewers you need to attain and who will evangelize your message.
We realized it will be an enormous problem to create a “viral” second with #TeamTrees. Most of those campaigns begin out of nowhere; take into consideration what number of campaigns like the Ice Bucket Challenge had been effervescent round on the web earlier than one ultimately breaks via.
We didn’t have that luxurious. We had a agency objective: $20 million for 20 million timber by 2020 with a really lean crew to get this operating.
It actually was about planting seeds and figuring out all the completely different communities and audiences we may attain and planting seeds that means in contrast to the very top-down strategy I’ve seen in the previous.
Even although the #TeamTrees marketing campaign has formally reached its $20M objective, you possibly can nonetheless reward a tree as a singular however vital Christmas reward to your family members.