Northeastern Minnesotans for Wilderness has a simple, yet daunting, goal: protect the Boundary Waters Canoe Area Wilderness from the threat of sulfide mining, which would continually pollute this national treasure for at least 500 years. The organization launched a campaign to “Save the Boundary Waters,” partnering with Seiche to conceptualize and manage its digital and social media strategy.
— Associate Director, Northeastern Minnesotans for Wilderness
Samantha
What We Did
Seiche worked closely with the campaign to understand the goals of its digital engagement, which included educating key audiences about the dangers of sulfide mining, and connecting people with opportunities to support the campaign through volunteers and donations.
Moving at the Speed of the Campaign
Given the time-sensitive nature of the work, we quickly built a digital engagement strategy and workplan, which included an ambitious content development approach that would tell the story across numerous digital and social media channels.
Beautiful, Compelling Storytelling
Seiche knew that rich content – photos, videos and original writing – would be critical to growing and engaging online audiences. We established a content/advertising partnership with a local media company, conceptualized a video series of people sharing stories of their experiences in the Boundary Waters and hired/managed a videographer to capture those stories.
Building an Action-oriented Online Community
At the same time, Seiche worked closely with web development partners to build www.savetheboundarywaters.org, establish the social media channels and build an advertising plan to effectively market content to key audiences.
Digital Strategy that Engages People
Seiche’s digital and social media strategy was a cornerstone of the campaign’s success – it attracted over 75,000 engaged followers across Facebook, Instagram and Twitter, which helped the campaign generate email signups, recruit volunteers and raise thousands of dollars in donations for the campaign. The end result is a digital strategy that engages people – facilitating action that otherwise would not have occurred.
