How Fairtrade Succeeded in Engaging Their Audience Through Creative Social Media Content

January 1, 2021

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min read

Do you ever wonder where the coffee you drink this morning comes from? In today's world of industrialization and rapid capitalism, farmers and workers in developing countries often work under poor conditions and earn low incomes.

About Fairtrade

As a leader in the global fair trade movement, Fairtrade supports and challenges businesses and governments while connecting farmers and workers with the people who buy their products. Their mission is to change the way trade works by raising awareness, helping farmers secure better prices, and ensuring they work under fair conditions. With Fairtrade's support, farmers and workers take control of their lives and decide how to invest in their future.

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When you see a product with the Fairtrade logo, it means it has been approved according to independently certified standards. By choosing Fairtrade products, people can create change through their everyday actions.

Challenges

Fairtrade Belgium recently underwent a rebranding process to connect with younger generations. By creating a fresh and modern style, Fairtrade Belgium became more recognizable to younger consumers. Along with a complete redesign, they also implemented a suitable content strategy. However, they needed help translating the new “out-of-the-box” approach to their social media accounts. “We chose Chase because we needed an extra hand with our social media. We wanted to create social media formats for our ongoing content on Facebook and Instagram that we could populate according to the theme we want to focus on that month,” says Sara Vertongen, Digital Communication Manager at Fairtrade. Chase Creative was a perfect match to help Fairtrade with their shift in social media marketing, not only because of shared values but also because Chase deeply understands how to engage a young audience.

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The goal

The Fairtrade marketing team set clear objectives: to create social media content that drives engagement, sparks conversations, and generates likes, shares, and tags. “Our goal was to create content to reach a younger audience and increase our engagement, and we wanted to leverage Chase's expertise to achieve that,” Sara explains.

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The process

Chase Creative took care of the entire creative process, Chase Creative handled the entire creative process, from developing concepts to creating engaging visuals and witty copy. They worked closely with Sara and her team to create two distinct concepts: one for a summer campaign launching in July and another in September. The first campaign aimed to support local small businesses during the pandemic crisis. Its goal was to highlight some of Fairtrade's key partners focused on sustainability.The second campaign was designed around the rebranding of Galler as the first major Belgian chocolate brand to fully switch to Fairtrade. This was a significant announcement, as it marked a shift in the Belgian chocolate industry—one of the largest chocolate producers in the world—toward a more sustainable and fair collaboration between suppliers and producers. The social media visuals promoted Galler's new look, which was also designed to appeal to a younger audience.

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Both campaigns were based on three different concepts:

The first focused on the stories of “Humans of Fairtrade.” The goal was to showcase real consumers and their testimonials about why they choose products supported by Fairtrade. The visuals were inspiring and relatable, as real people shared their stories.

The second concept centered on fun, relatable quotes aimed at engaging a younger audience.

The third type of content was more informative and followed a “frequently asked questions” format. The goal was to maximize awareness by sharing facts about Fairtrade and educating followers on pressing issues in the food industry and environmental matters.

The results

Both campaigns were a great success, and the Fairtrade team was pleased with the collaboration and overall outcomes. “Fairtrade is a broad concept: at first glance, it seems simple enough to explain, but there is so much content, so much to talk about, that we tend to make it too difficult for our consumers to understand. That's why it was helpful to have creative people look at it with a fresh perspective,” Sara concludes. The first campaign reached a total of 492,113 people, receiving 4,869 likes, 93 comments, and 129 shares. The second campaign with Galler reached 553,920 people, with a total of 12,577 likes, 582 comments, and 404 shares.

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