Client:

Secret Island: Social Campaign

Industry:

Service:

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The internet is full of loud opinions, outdated studies, and straight up misinformation when it comes to farmed salmon and aquaculture as a whole.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.

Deliverables

  • Campaign Strategy Development
  • Content Photography
  • Organic Social Media Content
  • Influencer Partnerships
  • Email Marketing

F*** IT.

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.

We launched the campaign with a bold statement, addressing the common myths that are often associated with farmed salmon and the aquaculture industry as a whole.

To bring personality to the campaign, we introduced Secret Island’s US Head of Business Development, Daniel Del Coro, as The Salmon Man. His ability to break down misconceptions about farmed salmon in a relatable way was key to initial success of the message.

In addition to bringing goofy personality to the table, The Salmon Man has also been a key component of infusing education into content. Stitched videos responding to misinformation and setting the record straight have resonated well with audiences.

“A lot of the questions and concerns about farmed salmon are based on data sets or half truths or myths about when aquaculture started in the 70s and 80s. So much has changed, but a lot of brands have not said to consumers, ‘Let’s bring you up to speed.’ It is our brand’s opportunity to bring them up to speed with the right information so they can make an educated choice on whether they prefer to eat wild or farmed salmon – or both.”

– Daniel del Coro, Head of U.S. Business Development– Daniel Del Coro, Head of U.S. Business Development for Secret Island, as featured in Marketing Dive

To illustrate the key points central to the campaign, we developed a landing page that clearly outlined 5 truths about aquaculture.

Upon the campaign’s launch, we announced our mission to educate the masses to our email subscriber base, following up with a series of emails driving audiences to explore both owned and partner campaign content on TikTok.

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.

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