Social media strategy and execution for climate change campaigners
Having worked with Bonnier Books’ Manilla Press to promote The Future We Choose, a vitally optimistic new book on the climate crisis from two of the architects of the Paris Agreement, Riot was appointed to handle social media for the authors’ campaigning organisation. Global Optimism has an ambitious goal: to transform pessimism into optimism, helping people to bring about the social and environmental changes we need in the next decade to survive the climate crisis.
Riot’s brief was to develop and implement social content across the organisation’s channels, amplifying output from the Outrage and Optimism podcast; the book; and the campaigning work of the two founders, Christiana Figueres and Tom Rivett-Carnac.
Riot worked with Global Optimism to develop a content calendar incorporating messages from The Future We Choose, audio from the Outrage and Optimism podcast, and op-eds and interviews with Christiana and Tom, inspirational ambassadors for climate action. We also created a suite of punchy visual assets using supportive messages from the book’s endorsers, a formidable group of influencers including Al Gore, Yuval Noah Harari and Leonardo DiCaprio.
Riot also provided on-the-ground live social support at a series of events marking the launch of The Future We Choose.
Riot’s work contributed to significant audience and engagement growth across key channels. We helped increase Instagram followers by 28%, and almost double daily likes nearly from 20 to 37. On Twitter, weekly mentions rose by a third. In all, the Twitter hashtag #StubbornOptimists saw potential impressions of more than 4 million over a four-week period.
WHAT WE DID
COPYWRITING · CONTENT PLANNING AND SCHEDULING · COMMUNITY MANAGEMENT AND CHANNEL MONITORING · ASSET CREATION · EVENT SOCIAL MEDIA STRATEGY AND POSTING