Hookpod is an innovative device proven to help save seabirds from a needless death as the bycatch of longline fisheries. The Hookpod has no impact on the size or volume of a fishery’s target catch and is endorsed by ACAP (Agreement on the Conservation of Albatrosses and Petrels) as an effective and recommended mitigation measure. The team behind Hookpod have won multiple awards for their invention, as well as respect and support from the fishing and conservation industries.
Determined to help save the lives of seabirds and turtles alike, Hookpod approached us looking for an email campaign targeted at fisheries in New Zealand, the content of which would leave the recipient in no doubt as to why they should be using the Hookpod device.
As well as this, Hookpod also wanted help with promoting their upcoming crowdfunding campaign, where they were looking to raise £57,000 to equip several fishing vessels in Brazil with Hookpod devices.
Our work for Hookpod began with planning an email campaign which was to be sent out to fisheries across New Zealand. From deciding on the subject line to organising distribution and everything else in between, this campaign encompassed all areas of our email marketing service.
We created a bright, visual design using Hookpod’s branding to ensure the campaign was eye-catching for recipients. When crafting the copy for the campaign, we made sure put ourselves in the shoes of potential recipients and make sure our explanation of Hookpod’s story and device – a scientific product – was accessible and compelling as well as sales driven. This was an important part of the process, as it was vital we found a balance between informative and persuasive, capturing the attention of a largely ‘cold’ audience and keeping it throughout the text, all whilst inspiring them to invest in their vessels and Hookpod.
We also helped to set up and promote Hookpod’s Crowdfunder campaign, lending our support in any way we could – with ideas, advice, copy, editing and social media promotion.
This support included proofreading the campaign copy, helping the Hookpod team with ideas for Crowdfunding donation rewards (one of which was a beautiful illustration of a black-browed albatross by our Creative Specialist Alysia Schuetzle), and suggesting groups and influencers to target on social media with promoted and organic campaigns. We created a GIF designed to accompany these campaigns, which quickly communicated to social media users the plight of seabirds and how they could get involved and help – by supporting Hookpod.
Hookpod’s positive PR and their crowdfunding Twitter campaign attracted attention from some of the biggest influencers in conservation; the most prestigious being the legendary Sir David Attenborough, who showed his invaluable support and admiration for the Hookpod device with a wonderful quote.
Sir David Attenborough was not the only noteworthy support however – other big names included BBC Springwatch broadcaster and naturalist Chris Packham, celebrity chef and journalist Hugh Fearnley-Whittingstall and successful businesswoman and Dragon’s Den star Deborah Meaden, who after donating herself took to Twitter to encourage others to follow suit and help make the Hookpod team’s fundraising dream a reality.
The campaign was a huge success, smashing the £57,000 target set with an incredible £14,000 having been donated on the final day of the campaign alone. Following this success, Hookpod also won the VOOM (Virgin Business) Crowdfunder Award and were presented with £10,000 of extra funding by Richard Branson himself:
Everyone in our team has really loved working with Becky and the Hookpod team on this project, and we couldn’t be more thrilled that they achieved their crowdfunding target. As a result, a number of vessels in Brazil will be kitted out with Hookpod devices, and thousands of seabirds will be saved from a cruel death. We’re incredibly proud to have been a small part of helping to achieve that.