Objectives

YourEcoJourney was established with the mission to empower individuals to embrace sustainable living by providing practical and actionable tips. Despite successfully raising awareness about eco-friendly practices, the initiative struggled to engage users meaningfully on Instagram. By refining its strategy and addressing key challenges, YourEcoJourney transformed into a dynamic platform, inspiring a global community to take action toward more sustainable lifestyles

Challenge

• Increase Instagram followers and engagement through interactive, community-driven content.

• Develop a more diverse and inclusive content strategy that resonates with the target audience.

• Expand the geographic reach and audience segmentation to foster a global, eco-conscious community.

Target Audience

• Eco-conscious individuals interested in adopting sustainable habits.

• Age: Primarily 18-65 years old.

• Interests: Environmental conservation, sustainability, eco-friendly living, and sustainable fashion.

• Geographical focus: Initially the U.S., expanded globally with a focus on United Kingdom, Canada, and Australia.

Key Messaging

• Empowerment Through Sustainability: Promote how adopting eco-friendly habits can improve personal well-being, save money, and reduce environmental impact.

• Actionable Tips for Everyday Life: Provide easy-to-follow advice on sustainable living, from reducing waste to using renewable energy.

Results

• Total Followers: 19

• Total Profile visits: 183

• Total Instagram Posts: 13

• Total Impressions: 4.937

• Amount Spent: 50.37$

• Best Performing Ad Creative: 5 Sustainable Beauty Hacks

• Best Placement: Instagram Feed

Lessons Learned

• Avoid focusing solely on one country and testing the ads in

  multiple regions to expand reach and connect with a global

  audience.

• Optimize campaigns by testing variations of headlines, captions,

  calls-to-action (CTAs), and other creative components

  which can lead to increased Instagram profile visits and overall

  engagement.

• Identify and test various audience segments based on interests,

  demographics, locations, and other factors to find the most

  responsive groups.

• Leverage lookalike audiences created from existing followers as

  these groups share similar characteristics and are more likely to

  engage with the content.

• Research competitors creatives that have been running successfully for a long time and

  analyzing their successful elements can help create unique variations with the own twist,

  making the ads stand out.

• Use the insights gained from testing to confidently increase the budget and scale successful campaigns effectively.