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A Content material Win-Win-Win-Win | Content material Advertising and marketing Institute

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You’ve heard a couple of win-win scenario. How a couple of win-win-win-win scenario?

The Ecopreneurs, a documentary-style video marketing campaign from Salesforce and FORTUNE Model Studio, is one:

  • Win 1: The sequence earned a report response from Salesforce+ streaming viewers.
  • Win 2: Local weather-action entrepreneurs and organizations featured within the sequence grew their attain and raised extra money.
  • Win 3: The viewers of The Ecopreneurs obtained to see, hear, and browse wonderful tales.
  • Win 4: The Ecopreneurs was named Greatest Integration of Purposeful Advertising and marketing and Greatest B2B Branded Content material Marketing campaign on the 2023 Content material Advertising and marketing Awards. It’s additionally a finalist for Venture of the 12 months and propelled FORTUNE Model Studio’s Megan Gilbert onto the checklist of 2023 Content material Marketer of the 12 months finalists.

Let’s discover this multi-victorious marketing campaign.

The Ecopreneurs marketing campaign from @Salesforce and @FortuneBranded earned record-setting audiences. @AnnGynn explains how through @CMIContent. Click on To Tweet

The Ecopreneurs video marketing campaign

An ecopreneur is “an environmentally minded entrepreneur who leads and drives local weather motion worldwide,” in line with the documentary.

The Ecopreneurs follows revolutionary thinkers throughout the globe to profile their work within the discipline. The 11-episode sequence takes viewers on journeys, from going underneath the water to see regenerated seascapes (90% of the Earth’s coral reefs are at risk of dying by 2050) to having a fowl’s-eye view of 15,000-foot peaks within the Andes Mountains to glimpse a few of the rarest and most distant ecosystems on Earth threatened by local weather change.

The 11-episode The Ecopreneurs sequence follows revolutionary thinkers throughout the globe to profile their work in local weather motion, says @AnnGynn through @CMIContent. Click on To Tweet

Within the 10-minute episodes, viewers not solely see the panorama positively affected by the ecopreneur but in addition hear from the innovators themselves to know the issue they’re working to unravel.

However the marketing campaign isn’t restricted to video. The FORTUNE Model Studio and Salesforce groups packaged all their analysis, interviews, pictures, and movies right into a content material hub for every episode.

Every episode features a brief overview video and a featured quote from the profiled ecopreneur.

Episode three, for instance, options the work at Acción Andina: “Excessive within the Andes, local weather change threatens forests and glaciers in addition to the tens of millions who rely on them for water. See how Acción Andina is reforesting this mountain vary to avoid wasting an ecosystem – and a lifestyle.”  

The featured quote comes from Constantino “Tino” Accua, president of Acción Andina: “Who’re the ecopreneurs? It’s us: native communities, native communities, native stakeholders, and different companions making an attempt to do actual motion on the bottom to guard this planet.”

Viewers can watch the full-length video on Salesforce’s streaming platform (Salesforce+) and discover the group and subject. On this episode, Salesforce and FORTUNE Model Studio encompass the video with detailed articles concerning the mission and work of Acción Andina, an evidence of how restoring forests within the Andes can mood the local weather disaster and help a tradition.

It additionally features a Q&A with the ecopreneur (Tino Aucca), which doesn’t seem within the video, and takes viewers behind the scenes of the episode to see how they gathered the story on the bottom.

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The Ecopreneurs affect

“The Ecopreneurs focuses on private tales to exhibit a world dedication to local weather motion whereas interesting to audiences outdoors conventional B2B areas,” in line with FORTUNE and Salesforce. It was “crafted to have fun achievements and encourage motion in future generations of ecopreneurs.”

The long-form, character-based storytelling strategy, and its associated content material have been distributed by means of darkish posts on FORTUNE’S channels and native promotion on

In accordance with their award nomination, The Ecopreneurs marketing campaign met or beat all KPIs and targets, together with selling Salesforce’s core worth of sustainability, driving natural visitors to Salesforce+, and demonstrating the world of potentialities in branded B2B content material.

The sequence ranks No. 1 in common month-to-month views for Salesforce+ unique exhibits. It additionally leads all exhibits within the p.c of video seen and exceeded benchmarks within the view fee, complete watch time, and common watch time, with the No. 1 and No. 2 most-watched episodes on Salesforce+.

The Ecopreneurs episodes on Salesforce+ rank No. 1 in common month-to-month views. It additionally has the primary and second most-watched episodes on the streaming platform.

Along with Salesforce+, they launched the primary episode – SeaTrees – on YouTube, the place it’s amassed greater than 3.3 million views up to now.

The Ecopreneurs marketing campaign additionally introduced consideration to the entrepreneurs and organizations featured within the sequence. All have benefited from elevated consciousness, social followers, volunteers, workers, and/or financial investments.

SeaTrees group’s viewers elevated by 7 million, and its earnings grew by 80% after the episode’s debut. It additionally acquired its first $1 million donation, in line with FORTUNE and Salesforce.

Acción Andina’s Tino Aucca was named a Champion of the Earth by the United Nations. He additionally spoke and screened his episode of The Ecopreneurs at Davos, the annual convention of the World Financial Discussion board.

Highly effective storytelling wins greater than the content material sport

Highly effective tales informed in visually partaking methods and thru a number of codecs not solely seize an viewers’s consideration however encourage them. By means of The Ecopreneurs sequence, Salesforce and FORTUNE Model Studio created content material that did simply that. They achieved their enterprise targets, and the viewers was impressed partly to help the profiled organizations and entrepreneurs.

These triumphs are well worth the celebration.

Register to attend Content material Advertising and marketing World in Washington, D.C. Use the code BLOG100 to avoid wasting $100. Cannot attend in particular person this 12 months? Try the Digital Move for entry to on-demand session recordings from the stay occasion by means of the top of the 12 months.


Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute

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