Case Study: Greenpeace achieves 140% campaign reach and a solution-focused social strategy with Falcon.io

Why a defined social content strategy is so crucial for Greenpeace

Greenpeace, a global environmental NGO active in 40 countries with 18,300 volunteers and over 31 million social subscribers, faced a paradox: strong campaign messages were reaching thousands but not converting enough people into sustained supporters. Their challenge was to broaden appeal on social channels that favor uplifting content, do more with limited budgets, and make campaigns locally relevant across many regions.

They shifted to a solution-focused social content strategy—using emotional, simple entry points (eg. the Sumatran tiger for the “Protect Paradise” campaign), low-effort actions, and localized messaging managed via a social media tool. The approach increased engagement and measurable actions, exceeded social campaign reach goals by 140%, and turned a 20,000-person target into 35,000 engaged supporters.

GreenPeace

Michael Hedelain

Digital Marketing Manager