Invasive species are a serious threat to our nation’s agriculture and forests. The USDA asked Crosby to help elevate awareness of the issue. Our effort focused on audiences whose behaviors might have the biggest impact, from gardeners to outdoors enthusiasts. Using evidence-based principles of Community-Based Social Marketing, we focus group tested messages around the country. Results revealed that an appeal to personal responsibility was uniquely motivating.
Crosby developed an integrated campaign featuring Vin Vasive, a hitchhiking con man made entirely of insects. Our “Creep on a Mission” dramatizes the urgent need to “Leave Hungry Pests Behind.”
We developed an integrated Public Service Announcement (PSA) Campaign with Vin Vasive as the spokescreep.
We gave the message a new face that’s hard to miss along with a fresh brand identity that literally has legs.
Online and mobile ads drive to a dynamic website destination featuring the latest invasive species news and quarantine information. The site serves as an information hub for the national conversation, educating key audiences about how to prevent the spread of invasive pests.
Crosby developed an environmentally-driven Facebook community and spurred engagement through social media content. Content was also pitched to a variety of highly influential partners.
We created a series of five short sharable videos that surprise, entertain, and educate.
As part of the campaign, Crosby deployed an effective earned media strategy, garnering important national press coverage. Media tours and outreach generated hundreds of interviews and major stories.
PSA campaign generated more than 1 billion media impressions
Campaign earned more than $10 million in donated media across 12 states
The new website tallied 400,000 unique visits
Facebook likes soared from a few hundred to 100,000
Hundreds of USDA spokesperson interviews aired on radio & TV
2,300 matte articles were placed nationwide
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