Greenpeace

Exploring Consumption: Positioning And Strategy

Inspiring urban change-makers around the world

Fostering Urban Engagement

As our cities grow (and it is estimated that three billion more people will join the gargantuan urban population by 2050) so, in tandem, are consumption levels. But as much as cities are part of the problem, they are also a home of solutions – the birthplace of innovation and game changing ideas.

Greenpeace’s new campaign looks to leverage that opportunity for effective urban engagement, encouraging a prosumer audience to adopt a low carbon lifestyle and influence those around them. They reached out to Crowd DNA to get deep inside the most relevant cultural forces; to define the audience, their needs and the optimum channels through which to reach them.

We blended a set of Crowd DNA’s most trustworthy methods for this project:

+ Extensive analysis of urban trends and media

+ Geolocation-led social media exploration to uncover breakthrough examples of activism and social movements - and the chief protagonists at work in each case

+ Interviews with members of our KIN network of creators and connectors in key cities around the world to interrogate the realities of striving for positive progression

Inspiring Urban Change-Makers

Our strategic recommendations ran the full gamut from presenting the prime cultural shifts, to profiling the audience, to identifying the most visceral communication opportunities. At all stages, we made the findings tangible and relatable through provocative global case studies and powerful stimulus material.

We’re proud and excited to see that Greenpeace’s new platform is now taking shape – and ready to inspire urban change-makers around the world.

  • Narrated Galleries

    We love films, but narrated galleries – fusing showreels of still images and audio of participant commentary – creates outputs that allow for high levels of reflection and audience empathy. Ideal for user experience work, in other words

  • Crowd Communities

    We’ve a wealth of experience at setting up and managing communities for clients, with learnings on how best to engage audiences and a full box of tricks for maximising what we get out of the work – including geo tagging, streaming in social media data and a mobile optimised platform

  • Pinterest

    We’ve used Pinterest to really good effect on a number of projects recently, helping us to explore differences and commonalities among different typologies in areas such as fashion and style, home, holidays and entertainment. Engagement levels with participants always rank high, and clients love the vividness and clarity of the findings.

  • Citizen Journalism

    Citizen journalism works on the principle of making reporters of our participants, briefing them to capture what’s happening in the lives of their friends and family via video dispatches and blogging. It gets us places where we can’t otherwise get. It bypasses the bias of having a researcher in attendance. People are often more accurate reporters on those around them than on themselves, so that’s another bias circumnavigated.

  • Network Audits

    If you want to really understand how people interact with those around them, it’s logical to research interconnected groups of friends, family and work colleagues. First developed as part of our award winning word of mouth research for Guardian News & Media, and since then refined and reconfigured across a range of global projects, our network audit approach helps us understand who’s influencing who as authentically as possible.