Justdiggit

A green strategy to reach more climate-conscious donors

The temperature of the earth keeps rising, and in effect, the earth is drying out. To stop this desertification and climate change we must take action now. Justdiggit, together with farmers and local parties, greens dry soil in Africa to make it fertile again. With their campaigns they spread awareness about nature-based solutions and call to action: Dig in! Justdiggit looked for a way to better streamline their digital marketing channels and expand their community of donors.

A worldwide regreening movement

Together with farmers in Africa, Justdiggit digs crescent-shaped circles (called “bunds”) in dry soil. Rainwater can be collected here and that ensures that the soil becomes fertile and green again within a year. This is not only necessary for the local living conditions, but also for humans and nature worldwide. With climate change at stake, this is an opportunity where DEPT® as a B-Corp organisation, is happy to contribute.

The community of Justdiggit consists partly of local partners and communities that work the soil, and donors & ambassadors that create a worldwide awareness to financially contribute to these solutions. Donors primarily come from European countries (such as the Netherlands, the UK, and Germany), where donations go to environmental projects. To expand this community on a worldwide scale, we first had to determine what our focus was and how donors could be reached. Furthermore, we had to streamline our online marketing channels better.

The strategy

Since all media budgets are pro bono and therefore limited, choices had to be made on how we could best use our budget. Both per channel, and on a national scale. Where did we see the most opportunities, and how could the community be expanded?

To maximise the impact of the marketing campaign, four phases where set up:

Analysis of the market attractiveness
Analysis of donations and media behaviour among the target group
Optimal media mix based on (grant) media budgets
Effectively measuring the growth of a community

Our approach

Target group

The market attractiveness was based on a target group size and donation culture per country. To understand the donation and media behaviour, we used persona data from Justdiggit’s partner Milkshake Research, which was then enriched by media insights from the Global web index.

Optimal media mix

The media mix depended on the available grant budgets and the phases in the customer journey where there were opportunities to grow the community. By combining channels, such as YouTube, Google Ads, and Facebook, we ensured that we could be visible in every phase of the customer journey. Besides, our partnership with Blow Up Media ensured that Justdiggit could further expand their brand by using DOOH in certain countries.

Measurability

To measure the effectiveness of our strategy, we applied two forms of measurements. First, we set up a partnership with Memo2 to measure the current brand awareness. Every quarter we perform a new measurement. In addition, we built a “green” engagement scoring model, where donors are divided into 3 categories: light, medium, and dark green. With this grouping we optimised all grant campaigns.