Fiar Trade USA PR Campaign Case Study Presentation

Moms Make a World of Difference Mikaela Yeager

PR Campaign Case Study Presentation Fair Trade USA Mothers Day Campaign Celebrates the Inspirational Women of Fair Trade

Photo: FairTradeUSA.org

About Fair Trade USA ABOUT

Founded in 1998 by the Institute for Agricultural Trade Policy, Fair Trade USA is the leading third-party certifier of Fair Trade products in the U.S.

MISSION

“Enable sustainable development and community empowerment by cultivating a more equitable global trade model that benefits farmers, workers, consumers, industry and the earth."

About the Campaign PURPOSE

To celebrate the inspirational women of Fair Trade.

In honor of Mother’s Day, Fair Trade USA encouraged families to share the love by giving Fair Trade gifts.

The campaign featured five mothers from around the world who grow and harvest Fair Trade products.

Campaign Goals •

Gain positive media coverage.

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Generate positive conversations.

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Feature a variety of Fair Trade Certified products.

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Highlight the connection between Fair Trade and Mother’s Day.

Campaign Strategy • Create original content that is engaging and simple to share.

• Humanize Fair Trade via compelling stories about moms.

• Partner with social media influencers.

• Leverage the network of partner brands.

• Use credible, authentic spokesperson to deliver campaign messages.

Fair Trade Virtual Brunch In the spirit of Mother’s Day, Fair Trade USA invited food bloggers to bring a dish to its virtual brunch party.

Twitter Party Using the hashtag #FairMoms, Fair Trade USA launched a Twitter Party before Mother’s Day.

Blogger Partnerships Fostered relationships with key bloggers whose content is geared toward target consumers.

Partnership with Klout Perks Based on their Klout score, FAIR Trade USA offered exclusive Mother’s Day products to 500 key influencers.

Brand Partner Advocacy PARTNERS

• DAVIDsTea • Heifer International • Larabar • Nutiva • Make a Stand Lemonade

Malika Ameen Endorsement Tapped Malika Ameen, pastry chef and former ‘cheftestant’ on “Top Chef: Just Desserts,” as the campaign’s national spokesperson.

Campaign Results •

109 million total impressions.

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17 bloggers participated and reached 1.6 million followers.

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Virtual Mother’s Day brunch and recipe contest received 19,500 re-pins.

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Twitter Party was shared more than 1,200 times and trended on Twitter.

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13,254 new fans and followers on Facebook and Twitter

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Klout partnership generated 5,600+ pieces of content and more than 44 million impressions.

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Ameen conducted 20 interviews with radio stations, resulting in more than 24 million media impressions.