Fairtrade Fortnight 2021 Campaign

Agriculture

making the world fairer

Fairtrade’s yearly Fairtrade Fortnight campaign is an annual celebration of people, including farmers and families, who are working to make the world fairer. It’s an opportunity to educate and reflect on the power of our choices, and how choosing Fairtrade products can help create a better future for the planet and its people. 

“IGNITE are like an extension of our team, which makes working with them on a major campaign like Fairtrade Fortnight simple and effective. They understand our organisation, audiences, and goals. As a not-for-profit, IGNITE has also been great at adapting to the constraints and opportunities unique to us and helping us to maximise our budget to achieve what we set out to.”

Tess Ellett , Digital and Campaigns Manager
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Brief

Through a combination of channels including paid advertising, email campaigns and more, Fairtrade’s annual Fairtrade Fortnight campaign is about reminding shoppers that choosing Fairtrade helps choose the world they want. The ‘Choose the World You Want’ campaign is connecting Australian and New Zealand businesses and shoppers with the opportunities they have in their daily life to be a part of a better future. Throughout the campaign, Fairtrade aims to raise awareness on the connection between global issues (gender, environment, fair pay) and the impact that shoppers/brands can make by choosing Fairtrade.

 

Goals

  • Increase awareness of the Fairtrade brand and products during the Fairtrade Fortnight period
  • Increase clicks to supplier websites
  • Increase organic social channel followers on:
    • Facebook
    • Instagram
    • LinkedIn
    • YouTube

Strategy

For this campaign, a multi-channel strategy was used to ensure consistent and powerful messaging across various digital touchpoints, to help Fairtrade advocate for the people behind the products.

Using Facebook, Instagram, YouTube, Linked In, TikTok, Google Display and Google Search, we crafted different audience groups likely to engage with the Fairtrade brand. The different ads within the campaign ranged from informative content, giveaways and digital toolkits to help spread their important message.

 

3,400,000

IMPRESSIONS

22,300

CLICKS

4,500

COMPETITION ENTRIES

Results

The Fairtrade Fortnight campaign successfully delivered almost 3.4 million impressions to more than 1 million users across Facebook, Instagram, Youtube, Google Search, Display, TikTok and LinkedIn. Through the defined key message, careful targeting, and rigorous testing across different platforms, this campaign generated 22.3k clicks and 4,500 competition entries, of which 1.8k users also subscribed to the newsletter.

Facebook and TikTok were the strongest performing channels in terms of clicks and CTR, with TikTok especially delivering impressive results and being a great platform to leverage for future campaigns. 

Fairtrade ANZ were delighted with the results of this campaign and we’re already looking forward to planning Fairtrade Fortnight 2022!

5

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