Case Study: Appalachian Trail Conservancy achieves massive awareness growth with RP3 Agency

Appalachian Trail Conservancy drives 85x more reach with RP3 Agency

The Appalachian Trail Conservancy (ATC), a nonprofit responsible for protecting the entire Appalachian Trail, faced the challenge of driving massive awareness and gaining new supporters with a small budget and limited marketing dollars. They partnered with RP3 Agency to find a solution that could achieve significant growth in a crowded nonprofit landscape without the ability to outspend larger competitors.

RP3 Agency implemented a creative brand activation that enlisted celebrity Kevin Nealon to flip the phrase "take a hike" from an insult into an invitation. This included a petition to change the dictionary definition, which sparked a broader conversation and earned massive media attention. The campaign resulted in $86 million in donated and earned media, nearly one billion impressions, an 85x greater reach than paid advertising alone, and a 25% year-over-year increase in funding, with 86% of new donors being new to the ATC community.

Appalachian Trail Conservancy