Going Purple for the Planet
As part of a continued engagement with Sambazon, industry pioneer and market leader in the organic açaí category, Mistress crafted #PurpleForThePlanet, an ambitious social-good movement that harnessed user-generated content to protect biodiversity in the heart of the Amazon rainforest. The campaign was originally launched with the lofty goal of saving 30 endangered species in 30 days between Earth Day (April 22nd) and World Biodiversity Day (May 22nd) of 2018; however, response to the campaign was so overwhelmingly positive that this initial goal was achieved less than halfway through the activation window. In the end, #PurpleForThePlanet over-delivered by 81% above the original participation goal, protecting over two hundred endangered species from extinction in a single 30 day span.
The initiative tapped social, digital, experiential, and traditional channels to champion environmentalism in a unique way—by pledging to protect 5 acres of Amazon rainforest for every person who colors their hair purple (either digitally or IRL) and uploads a photo onto social media. Given that scientists estimate one species is lost to extinction for ever 584 acres of rainforest that are cut down, #PurpleForThePlanet simply needed to garner ~3500 posts to ensure the protection of 30 endangered species, giving the entire activation a powerful, inspiring cause to rally behind. Overall, #PurpleForThePlanet nearly doubled this number, inspiring thousands of volunteers to go purple and help protect hundreds of Amazon species from the endangered Giant Otter, to White-Bellied Spider Monkey, to the Jaguar.