In April 2021 Patagonia launched the We the Power campaign. The short documentary, released on Youtube, highlighted community energy success stories and aims to promote awareness of, and engagement with, community energy.
In December 2021, Together Films were engaged to expand the reach of the campaign by promoting community screenings with grassroots organisations and businesses across Europe.
Over 6 months, we reached out to thousands of organisations across our key territories and facilitated screenings and discussions with key target audiences. Through social listening & targeted outreach we worked to tap into the growing conversation on Europe’s energy crisis and promote alternative energy models.
We The Power: Directed by David Garrett Byars / 2021 / 39 Min
Let’s take a look at some of the key Campaign Activities that Together Films delivered including Screening Resources, Customised Virtual Screening Room (remember this was still during some form of lockdown in territories, so virtual access was important!), and detailed Partner Research and Outreach to prospective screening hosts.
Across the history of our campaigns, we usually see a 10-20% conversion rate across our outbound targeting for screening hosts. As we had set ourselves an internal goal of 200 screenings, we therefore knew we needed to approach 2000-3000 prospects to achieve our goals.
Our dedicated research team took a methodical approach to this task, sourcing new screening partners in primary key territories including the United Kingdom, Germany, Italy, The Netherlands, and France. We further supplemented with additional prospects in secondary targets in Spain, Belgium, Sweden, Switzerland, Ireland, and Austria. These locations were set by Patagonia based on where the conversation needed to grow to be able to implement solutions to the energy crisis.
So let’s dive deeper into some of the results…
We value large and intimate screenings in our campaigns and were thrilled to secure the support of a range of grassroots partners for this project. We wanted to uplift some of the hyper-local conversations that took place, where communities adopted solutions straight after their screenings.
We also loved the amount of unique locations where the film was screened, including multiple outdoor projections.
See a few highlights below:
Speaker Series
In addition to the screening series, we also organised a series of speaker events to further amplify the issues discussed in the film. One of the highlights was an Instagram Live conversation between Alice Aedy (the Co-Founder of Earthrise, also one of our strategy clients), and Agamemnon Otero, MBE the founder of Energy Garden. Following this meeting, Earthrise then featured Agaemnon in their YouTube series ‘POWER‘.
We believe this Case Study offers a great insight into the amount of passion and energy that we put into each campaign. As We The Power was already available for free on YouTube, 6 months before our engagement, some people may not have seen the future potential of increased impact.
However this project highlights that a methodical approach, backed by detailed research and strategic marketing can still yield impressive results.
If you are interested in working with Together Films, please see more information about our services and reach out to speak to our team.
