The Results We Achieved
- +18% growth in website visits comparing 2016 to 2015
- +23% growth in Black Friday online sales comparing 2016 to 2015
- +6% growth in ‘Black Friday’ weekend sales (Fri-Sun) comparing 2016 to 2015
The key problem:
For many years, Traidcraft have pioneered an alternative ‘Black Friday’ campaign – #JustFriday – encouraging people to shop more consciously and rally against the needless aggression and thoughtlessness that is ingrained within the ever-growing culture associated with commercialism and mass marketing holidays. They approached Silverbean to assist with promoting this message online.
Want to apply?
If you’d like to apply drop us a message with a cover letter and your CV.
Who is the client?
Traidcraft jointly founded the Fairtrade Foundation in 1992 and helped establish the standards that underpin today’s well-known Fairtrade mark. As a specialist retailer or fair trade and organic goods, Traidcraft’s carefully curated collections include: handcrafted ethical gifts, homewares, fashion and hand-harvested foods – all sourced from fair trade co-operatives, traditional artisans, and small-scale growers around the world.
Core objectives of the campaign
- Improve the organic reach/visibility of the #JustFriday campaign compared to 2015
- Encourage more people to shop consciously throughout this period
- Create a visual campaign that will stand out above the rest
Our approach to the objective:
- Creation of a video to showcase the #JustFriday campaign and take advantage of the rising trend in the consumption of video content
- Development of accompanying content to accelerate the campaign in search engine results pages (SERPs)
- Deploy the content and campaign collateral across both: traidcraftshop.co.uk and traidcraft.co.uk to maximise visibility and reach
- Develop a video promotion with a profound message and script, specifically designed to resonate with users, and based on industry guidelines
- Develop accompanying content to further optimise the campaign landing pages for related and relevant queries
- Track the journey between the two websites and their online coverage