People & Parks: connecting with nature

Oraco Agency have worked with the People & Parks foundation to help them run their #NaturePact campaign for the last three years. Tayler Rossetti who worked on the campaign at Oraco Agency told us how rewarding it was to work on something meaningful that helped people to connect with nature. In 2021 they achieved stand out results and generated great engagement with the campaign that encouraged people to reconnect with nature.

During the month of September, the campaign encourages everyone to spend intentional time connecting with nature, such as tending to an indoor plant, admiring a tree on a walk, or simply sitting outside and breathing in the fresh air. The act of making a #NaturePact can be achieved through signing up via this link, you will then receive weekly eDMs with nature aligned themes to guide you on this journey. You are encouraged to share your experiences with People & Parks via social media stories and posts to go in the running to win some incredible nature aligned prizes. 

The primary aim of this campaign is to encourage more people to spend intentional time in nature. This is measured through sign-ups made on the People & Park’s #NaturePact Campaign page. To achieve this, Oraco created a compelling campaign via a range of online touchpoints to generate brand awareness and increase sign-ups during September 2021.
To ensure the brand and campaign awareness peaked during September, Oraco took a comprehensive digital approach, gaining growth through organic methods. These included:

•       Weekly themes: The campaign had weekly themes, developed by People & Parks, to streamline and maintain focus and structure for the audience following along at home. These themes included: Acknowledging Country, Taking your Nature Dose, Forest Bathing and Rock Basking and Nurturing Native Nature

•       Weekly EDMs: To ensure consistent engagement with the community that signed up for the #NaturePact campaign, they would receive weekly emails providing them with further information about the weekly themes.

•       Social media assets: To align with the weekly themes, Oraco developed a range of assets that expanded on these themes with accessible content and impactful designs. This included a range of Instagram, Facebook, and LinkedIn posts in addition to Instagram and Facebook stories.

•       Engagement with an influential community: In the lead-up to the campaign, Oraco conducted an outreach campaign to influential nano social media ambassadors seeking their support with content generation.

•       Online Giveaway: To generate engagement and increase the People & Park’s community, Oraco ran an online giveaway on People & Park’s Instagram and Facebook pages. The giveaway was aligned with nature-based companies and campaign partners to offer unique prizes, including guided forest walks and reusable makeup wipes.

What were the impacts for this campaign?
🍀 In 2021, People & Parks gained 264 sign-ups through the dedicated #NaturePact sign-up page. This was a great step forward for them being a 94% increase from People & Parks’ inaugural 2020 campaign.

🍀The average email open rate was 28.2% which is above the 25% Industry Average for an NFP organisation.

🍀 People & Parks’ social media following across all three platforms grew by 27%. The engaged audience gave the campaign a 32% engagement rate average across three social platforms.

 To connect with #Naturepact follow People and Parks on Instagram @peopleparks 🍀🌲🌴