Newsjacking for a Cause
The Pollack Group (TPG) was brought on by Oceanic Society to support the organization’s 5 x 50 campaign, which highlights Oceanic’s 50-year commitment to environmental conservation education. In addition to managing relationships with those influencers who joined Oceanic’s conservation trips, the agency promoted the organization’s message, partnerships and key conservation issues.
When news broke out about a young whale found dead with nearly 90 pounds of plastic in its stomach, TPG moved quickly to leverage the news cycle. The agency developed a quick POV and secured interviews for Oceanic Society’s spokesperson, Lindsay Mosher, with the Washington Post and Live Science, among other media outlets. The interviews focused on ways individuals can reduce their plastic consumption and embrace “blue habits”to mitigate the plastic pollution epidemic. TPG caught the wave of news, which resulted 73 secured articles that netted 911,784,270 impressions within 48 hours.
The campaign efforts resulted in a 350% growth of Oceanic Society’s social media audiences across platforms.