Un-Wreck The Future - The road from campaign to evergreen.

Un-Wreck The Future, rooted in MadeGood’s purpose “Advance a win-win world where we all can thrive”, was the first major media campaign in North America. The brand is interested in helping solve the major Food Insecurity problem over 30M people are facing in US and Canada.

Internal Challenge: To efficiently activate a media campaign in organic social platforms and D2C.
Problem: Young activists are already making a difference but mass support & adoption are hard to get.
Opportunity: Amplify the different ways they are contributing to a positive change and invite more people to join.
Social Insight: MadeGoods followers are great advocates if they believe their actions are making a positive impact.

The campaign featured 4 young activists as lead ambassadors and 24 “crew members”. Each one of them is passionate about contributing to change. From homegrown gardens to supplying food to the homeless via city fridges. For us, it was important to open our channels to give them a stage to share their stories.

However, as the process continued we realized Un-Wrecking The Future meant more for MadeGood than a seasonal campaign or a launch activation.

The campaign left us with great learnings related to how our followers react to content that challenges the status quo and the insight we are utilizing to transform Un-Wreck into an evergreen pillar to amplify voices and spark inspiration.
To do so, we also needed to look into how MadeGood is presenting itself on social and pretty much revamp our identity.

Social Media Brand Building

Bullseye Target: Millennial Parents
28-38 year-old women who are parents that have 2-3 kids at home. They are concerned about the environment, prefer buying organic foods as well as have an inclination to support purpose-driven brands. Their children may have a food allergy.

Words to Describe Them:

1. Welcoming: Personable and Down to Earth - not disingenuous
2. Bright: Well-informed and Intelligent - not a know it all
3. Bold: Passionate and Out Spoken - always respectful
4. Empathetic: Imaginative and Helpful - not selfish

Brand Persona: The Advocate
Customer Champion + Coach

The Advocate is responsible for inspiring their close friends and
community to take positive action towards a better future for everyone.

The Inspiration:

Signature Tone:

BE INCLUSIVE AND EMPOWERING
We like real and vulnerable stories that connect communities on a human level. We are not afraid to tap into our emotional side, we all feel.
When we are hopeful and inspiring, we are 100% transparent.
BE A RESOURCE & A GUIDE
We give easy and digestible information to our friends. When we are insightful and passionate, we use (!!!) - We celebrate our wins In innovation and product development.
BE PERSONABLE & SHAREABLE
We keep a positive attitude and are empathetic to our friends’ feelings or problems and will always find a solution.

How it comes to life:

The campaign brought us closer to our target demographic and we are excited to see the results as we start to implement them.

DANIELA GARCIA VELARDEFebruary 13, 2023