The Nature Conservancy
How Samba Rock helped The Nature Conservancy, world's largest conservation NGO, to become known and grow its social media presence in Latin America
Samba Rock was invited by The Nature Conservancy, the world’s largest NGO with focus on conservation, to participate in a pitch in 2019. TNC was looking for an Agency Of Record for the Latin American region, where they had low brand recognition among individuals. The goal of this project was to increase brand awareness, grow their social media following, and revitalize the image of the organization among Millennials in the LatAm region.
In these 2 years and 2 months we worked with TNC, we have:
• generated 228 million impressions
• reached 10.3 million people (that's more than the entire population of Paraguay, and 3 times the population of Uruguay)
• generated 1.32 million engagements
• added 169 thousand new followers
We’ve grown TNC’s following
Thanks to the strategic work that Samba Rock executed in partnership with TNC’s marketing department, we were able to surpass our client’s expectations. Their original goal for the period was to reach 100,000 followers on Facebook, and 50,000 on Instagram. We ended up reaching 186,000 on Facebook, and 68,000 on Instagram.
Instagram had the largest growth, with a 3,627% increase (or 37x)
Followers
We’ve redefined TNC’s visual style
We updated the visual of TNC’s feed, moving away from images with too much text on top and graphics that are busy and confusing, to a cleaner, visually impactful art direction that helped improve engagement with a younger audience.
Before Samba Rock
After Samba Rock
We’ve increased TNC’s engagement
With the new content style and tone of voice, our audience became younger and more actively participant in our Nature related topics.
Instagram’s engagement per post grew 3,335%, and Facebook, 1,813%.
One of the largest drivers in increasing engagement were the annual contests (such as the global photo challenge) and partnerships with local media partners such as Discovery Channel that generated millions of dollars in free media coverage.
Engagement per post
We’ve optimized TNC’s tone of voice
Through the use of the right call-to-action and hashtags, we have been able to get more followers to comment and participate in the discussions, increasing TNC’s engagement.
We have also modernized TNC’s tone of voice to be more in line with the way the younger audience speaks, revitalizing the TNC brand.
