Case Study: Earth Hour achieves global movement growth and brand amplification with ActiveCampaign

How Earth Hour Uses Marketing Automation to Grow Its Worldwide Movement

Earth Hour is a global grassroots movement that asks people and organizations to switch off their lights for one hour to raise awareness about climate change. Since its first event in 2007 it has grown into a worldwide conversation with roughly 2 million participants and sponsors, but faced the challenge of scaling outreach, tailoring messages to different audiences (corporates, communities, individuals), automating follow-ups, and measuring which content drove real engagement.

By using ActiveCampaign’s marketing automation, Earth Hour delivered dynamic, segmented messaging, automated workflows for submissions, and shareable starter kits and web collateral to support local organizers. Deep analytics and A/B testing helped identify critical moments to extend momentum beyond the site. The result: more targeted engagement, easier scaling of outreach and organizer support, and a stronger, measurable amplification of the movement’s reach and ongoing participation.

Earth Hour