Seventh Generation Creates a New Media Moment: The State of the Union
As agency of record for leading green household and personal care products company Seventh Generation, Allison+Partners has helped the brand create movements and drive consumer change through its evolution from an independent green products pioneer to one of the leading authorities in green products and an advocate for climate justice.
Over the last two years, the focus has been on helping drive broader awareness for the company’s mission and frame its belief in future generations to encourage consumers to rethink their legacy and increase consideration. In February 2020, with the country headed into a pivotal election year, Allison+Partners led earned media strategy for the launch of its new brand campaign. Working with Seventh Generation’s integrated agency team, we timed the campaign launch to a meaningful and unique media buy following the State of the Union address.
With the goal of amplifying the campaign through a relevant and newsworthy storyline that was led by earned media coverage, we delivered. Not only did the team secure an exclusive with the New York Times that ran the day of the address, but 15 additional earned placements resulting in more than 100M impressions, 90% positive in tonality and 100% message pull-through including the call to action to get involved, a nod to generational legacy or reiterating the brand mission. The earned media coverage also helped ensure Seventh Generation dominated social media conversation among its competitive set during the month of February, garnering a 64 percent share of voice on Twitter consisting of consumer discussion not only on the ad, but on the meaning behind it and its connection to the company’s mission.