50BY40 ANNUAL REVIEW
SCROLLYTELLING A HELL OF A STORY
The quest
50by40 is a coalition of organisations dedicated to cutting the global production and consumption of animal products to 50% by 2040.
Fixing the global food system is key to addressing some of the biggest issues of our time. Whether that is climate change, food security, nutrition deficiency, food sovereignty, public health, social inequality, animal exploitation, or biodiversity loss.
After a tough yet exciting year, 50by40 wanted to show off their achievements in an innovative and engaging way. Their main goal was to grab the attention of potential partners, as well as potential funders.
The magic formula
That’s why we decided to tell this hell of a story through a scrolly-telling website. What can be more impressive, engaging and trackable?
Website
An impressive, fun and interactive way to tell the adventures of 50by40 in 2020.
Appearance and interactivity are a big part of the story, but the magic happens behind the scenes. The whole user journey was tracked through Google Analytics in order to direct each type of user to the right path and ultimately to conversion.
During the campaign we tracked performance based on the client’s primary KPIs:
- Number of clicks on the “become a partner” button
- Number of downloads of the extended (PDF) version of the report
We made on-the-spot adjustments to the design and user experience of the website in order to optimise these KPIs.
More on AnnualReview.50by40.org
Social media
Secondary KPIs were brand awareness and an increase in social media engagements. These were addressed by creating compelling visual content to promote the exciting new digital asset of the organisation.
The happy ending
Just by using the power of their network and organic promotion, 50by40 managed to reach hundreds of potential partners and funders around the world in less than 1 month. And the network grew… and next year more achievements will make the report.
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