Mobilising young audiences to take action for the planet

MyWorld
Content production
Creative Direction
Social Media Management
Strategy
Brand
MyWorld is a climate-action app that rewards people for doing their part to fight climate change. MyWorld connects to your transportation and shopping data, rewarding you with points when you make decisions that are good for planet. Shopped at a sustainable retailer? Walked instead of drove? You earn coins that can be redeemed for sustainable brand perks or converted into donations to Conservation International to protect critical ecosystems in locations like the Amazon rainforest and the cloud forests of Kenya.
Challenge
In 2020, MyWorld approached us to build their community and organic social presence to gain trust for their paid campaigns. They also wanted to tell the story of the conservation work they fund on social and in the app through original content.

We were asked to differentiate MyWorld from more typical eco brands by developing an optimistic, fun, relatable style to gain mass appeal (and more impact).
In 2020, MyWorld approached us to build their community and organic social presence to gain trust for their paid campaigns. They also wanted to tell the story of the conservation work they fund on social and in the app through original content.

We were asked to differentiate MyWorld from more typical eco brands by developing an optimistic, fun, relatable style to gain mass appeal (and more impact).
What We Did

We’ve worked with the MyWorld team since 2020 to define, refine and amplify the brand’s identity, comms and story. We’ve acted as strategists, brand guardians and creative directors throughout this journey,

Creative Strategy

We kicked things off with strategy – defining MyWorld’s voice, persona, brand heroes and visual world. The style we developed leant into the gamified experience of MyWorld and pulled on visual cues from the internet and social media to appeal to a younger audience. We then developed content pillars, messaging and a growth plan for Instagram to disrupt the eco space with a different approach.

Social Media

We built a community for MyWorld through ongoing social media management on Instagram, influencer campaigns and a monthly newsletter. We handled ideation, design, copywriting and reimagined existing footage from Conservation International to appeal to younger audiences.

Content Production

Once MyWorld had an engaged following, we created original content, including a spoken word piece for Earth Day and a series called ReWild, which humanises climate topics like reforestation and conservation. We collaborated with young creatives to make the content current and memorable. We’ve recently launched MyWorld on TikTok, making content in-house and with creators.