Secret Island: Social Campaign
Legendary Salmon to Believe In
The internet is full of loud opinions, outdated studies, and straight up misinformation when it comes to farmed salmon and aquaculture as a whole. To combat this, Secret Island Salmon wished to set the record straight, identify the myths, and highlight how Secret Island is not only upholding commendable standards as recognized by Best Aquaculture Practices, but also addressing the very real problem of feeding a growing global population.
- Campaign Strategy Development
- Content Photography
- Organic Social Media Content
- Influencer Partnerships
- Email Marketing
Pulp+Wire developed a campaign concept asking people to “F*** IT,” shedding light on the fact that farming is not a dirty word when it comes to choosing the source for salmon. In addition to spotlighting a series of blog posts outlining the benefits of Secret Island’s approach to advancing aquaculture, Pulp+Wire also developed a campaign landing page and social media content strategy focused primarily on TikTok to bring the idea to life.
Driving Impact While Communicating Our Mission
Over the course of the campaign, Pulp+Wire successfully established a creative platform that would go on to serve the brand beyond this initial push. In assessing the first month’s performance, the content that rose to the surface were the videos in which we were dispelling common myths about farmed salmon, highlighting the truth, and showcasing how Secret Island is striving to further the advancement of aquaculture in the Chilean Patagonia region.
These F***ers Raise Some Legendary Salmon
Leveraging trending creative cues on TikTok, developing The Salmon Man’s personality, and being authentic to the brand’s mission were central components driving the success of campaign creative.