Case Study
Tech PR / B2C Communications

Tree-mendous success: How we grew Ecosia's media presence

Client

Ecosia

https://www.ecosia.org

Project date

January 2024 - present

Services

Tech / B2C PR

The results

11

MONTHS

210+

ARTICLES SECURED

7B+

REACH

The brief

In late November 2023, Ecosia embarked on a mission to enhance its visibility within DACH media. Their goal was to extend beyond the conventional role of a search engine and tree-planting platform. Through strategic media placements, Ecosia sought to spotlight its innovations and climate initiatives, positioning itself as a pioneering force in these domains.

As the world's greenest search engine, Ecosia is a not-for-profit tech company deeply committed to environmental conservation. They channel 100% of their profits towards initiatives that benefit the planet, particularly through tree planting projects. With over 200 million trees already planted worldwide, Ecosia is making a tangible difference in combating climate change. Their mission is simple yet powerful: to empower individuals to take climate action in their daily lives. By using Ecosia as a search engine, users directly contribute to tree planting, wildlife protection, and community empowerment.

Recognizing the importance of spreading their message and setting high standards for forest restoration, Ecosia sought a PR agency to amplify their voice and solidify their position as leaders in sustainability within DACH.

The campaign

Our strategy positions Ecosia as a bold challenger alongside industry giants like Google and Microsoft, establishing it as an authoritative voice in political climate change discourse. We target key sectors such as business, national affairs, sustainability, lifestyle, and technology, leveraging prominent broadcast platforms like TV and podcasts to highlight the company's innovation and relevance.

Focused on these objectives, our campaign reinforces Ecosia's pivotal role in navigating new climate legislation and addressing pressing environmental concerns. It emphasizes seamlessly integrating Ecosia into daily life and empowers users to effortlessly make a positive environmental impact. By disseminating this message through various media outlets, our goal is to provide users with the knowledge necessary to make informed decisions. With significant coverage from platforms like CHIP and GIGA, it marks a great initial success.

By using accessible imagery to explain complex issues, we facilitate a deeper understanding of Ecosia's mission and impact among journalists and consumers alike. This not only bolsters their credibility but also cultivates trust and engagement within their audience. And because we scored two interviews and one byline within our first couple of weeks for Ecosia: W&V, Frankfurter Rundschau and FAZ, you can state it was a rocket launch of our partnership.

In every space journey, flawless outcomes aren't assured. Similarly, with this venture, we encountered challenges. After adjusting our strategy, we ultimately overcame a significant hurdle: broadcast attention. Despite multiple follow-ups, immediate success eluded us. But we didn't give up! Instead of pushing Ecosia, we talked to media about the impact of the digital markets act for society. Eventually we got featured on ZDF Morgenmagazin and Volle Kanne, marking a significant triumph.

The results

Within the first 6 months, we scored 89 clippings, with a reach of over 5 billion views and garnered attention from numerous major outlets, making a significant impact in the DACH region—and we are not done yet. With these impressive achievements under our belt, we eagerly anticipate what the future holds for this collaboration, with our ultimate goal to empower individuals to take climate action in their daily lives.