Q: Was Greenpeace able to build awareness of their Stop Plastics campaign by engaging new groups of youth leaders, professors and micro-influencers successfully?
A: Yes, a single cold email—sent from VoiceVoice, not Greenpeace—to a list of student group leaders on college campuses and university professors yielded a 15% positive response rate (15% of people we contacted replied with interest and attended the Greenpeace event series on VoiceVoice), which is approximately 15-20x higher than industry standard cold email performance. And again, almost all attendees rated those conversations 4 or 5 stars.
The “secret sauce”? We invited them to speak about their views with other leaders—a format that is scalable only on VoiceVoice. “It's a conversation — not a lecture or presentation, so you'll actively contribute and meet other Greenpeace activists like you who are ready to do more to solve the ocean plastic crisis.”
Across all types of user groups, a unique invitation (and the flexible timing VoiceVoice allows) can improve by more than 20x the attendance rate vs. traditional virtual event formats.
Greenpeace built an asset that performed exceptionally well in some areas (actions taken per email message).
Anna from Greenpeace said: “From the follow up survey we sent out recently 54% of Greenpeace VoiceVoice conversation participants took one or more actions; 41% made a significant commitment (hours, not minutes) towards stopping plastics, and 61% said they were interested in volunteering with Greenpeace. I don't know if we have comparable rates for Zoom calls, but my hunch is that less than 1/4 of attendees complete a tactic after attending a Zoom call (if not quite a bit lower).
This year, 80% of participants gave a 4 or 5 star rating to their experience joining the conversation, and we've had a 40% attendance rate for the last year (again, also quite a bit higher than we typically get for Zoom calls, and of course the more folks attend, the more commit to taking action and the more complete an action).”
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