Man carrying a child on his shoulders beside a woman, looking out over a bay toward a distant city skyline amid trees
Submitted by The Shelf Influencer Marketing AgencyAgency IPI Score 43/100

Earthjustice: Never Rest

Influencer Marketing

The Shelf ran an intersectional environmental justice campaign for Earthjustice with 12 eco-activists on Instagram, driving 254 link clicks to the Never Rest landing page.

254link clicks

Case in 60 seconds

Earthjustice works across climate change, wildlife preservation and public health, in courtrooms and in legislative drafting, which the page describes as complicated to explain, so the campaign had to build awareness of the organization and of intersectional environmental justice at the same time.

The campaign appears to turn on the reading that eco-activist feeds are followed for information rather than for imagery, so the uncurated look of those accounts became an asset once facts were made the focal point instead of a liability to be styled away.

Make the information the focal point of the campaign rather than polished Instagram imagery, and let each activist carry the argument that there can be no climate justice without social justice through the environmental topic they already work in.

Twelve eco-activists with Gen Z and young Millennial followings posted video and infographic-style content as Instagram carousels, Stories, in-feed posts, videos and IGTV, plus podcast audio, and each included a Never Rest statement in captions linking to Earthjustice's concurrent Never Rest Campaign.

The Shelf reports that Earthjustice saw more traffic than ever to its Never Rest landing page and attributed it to the influencers, at 254 link clicks, and that several highlighted creators re-signed for a second Earthjustice campaign.

Strategy Breakdown

Gen Z and young Millennial audiences following eco-activist communities on Instagram, addressed as people to be educated about intersectionality in the environmental justice movement and about what Earthjustice does.
The page states that minority communities and people of color often bear the brunt of the environmental burden through reduced access to clean water, air, parks and trees, which is the tension the campaign set out to make visible rather than to resolve.
Environmental legal work is difficult to compress into social content, and the page describes it as complicated to explain everything Earthjustice does, so the campaign needed creators who could tie the organization to a topic their following already cared about.
Earthjustice appears in the content as the legal backbone behind environmental wins, and the page describes it amplifying the work in return by featuring several of the female creators on its own Instagram during National Women's Day in March.
Based on the available evidence, the campaign was built on the observation that these audiences share information more readily than they share photography, so carousels that carry facts in small units were the format the strategy was organized around.

Creative & Execution System

Assets & channels

  • Instagram
  • Podcasts
  • Instagram Carousels
  • Instagram In-Feed Posts
  • Instagram Stories
  • Instagram TV
  • Instagram Videos
  • Podcasts Audio
  • infographic

Partners

  • The Shelf

Creator role

  • Aditi Mayer — creator
  • Dylan Katz — creator
  • Emi Ito — creator
  • Nick Cutsumpas — creator
  • Stevie — creator
  • 12 eco-activists

Results & Evidence

MetricValue
Link ClicksEarthjustice let us know that they saw more traffic than ever to their Never Rest landing page , which they attribute to the influencers ( 254 link clicks ).

Why The Shelf Influencer Marketing Agency's strategy worked

  1. 1

    Infographic carousels outperform photography for advocacy content because they break a wealth of information into easy-to-digest pieces and, as the page reports, get shared considerably more than regular photography.

  2. 2

    A roster briefed on identical information produces a more varied campaign when each creator is left to find their own way into it, because the material reaches different niches through the expertise each audience already follows that creator for.

  3. 3

    An organization with a long record of casework gives creators an easier route in, because there is almost always a past fight that maps onto a particular creator's environmental niche and can be personalized rather than recited.

  4. 4

    Running influencer activity in conjunction with a brand-owned campaign line, here the Never Rest statement in every caption, gives dispersed creator content a single traceable destination and a shared phrase across otherwise unlike feeds.

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