The Big Green x Gem Sisters

In an effort to promote sustainability within Gen Z audiences, pocket.watch sought out The Gem Sisters for a 6-month long social campaign called #TheBigGreen. Through various platforms, the aim was to have the Gem Sisters create fun and engaging content to help educate fans about sustainability and living a greener life.

The campaign kicked off on Earth Day 2021 with a fun sketch suggesting ‘The Types of People on Earth Day’ and continues its 26-week long journey on Tik Tok and Instagram. The campaign has garnered over 600k+ views thus far at its halfway point.

For this campaign, I was tasked with creating a content strategy and filming guide for the Gem Sisters - as well as providing my insights on how to accelerate the viewership.

For the Tik Tok strategy, we opted to create a series called ‘The ABC’s of Sustainability’, where each week a different topic in the green space will be explored. This format allowed the flexibility of topics and the potential to attract audiences from a variety of spaces (from fashion to beauty to food).

To cross promote the initial Youtube launch - we created a series of IG stories that would allow their followers to connect with the message in a fun and lighthearted way. Below are a few samples of how we engaged with their audiences.