CATF Global Awareness Campaign
Clean Air Task Force (CATF) is on a mission to get to a high-energy, zero-emissions planet at an affordable cost.
As Creative Director and designer, I co-led the launch of CATF's first fully integrated brand awareness campaign. The campaign focused on driving mission impact, organizational growth, and attracting new donors. It featured a comprehensive international approach with more than a dozen targeted initiatives, each tailored to specific goals and strategies.
Integrated Campaigns
Our approach
The campaign centered around a new visual narrative that differentiated CATF from traditional environmental messaging, using a blueprint-inspired design to convey technological innovation and policy solutions.
The campaign targeted individuals of all ages who value independent thinking and are open to exploring diverse solutions to solve the climate crisis. Through dynamic visuals and inclusive imagery, we connected these diverse audiences to CATF's mission, reinforcing the organization's role as a thought leader in addressing climate change.
Campaign results
The campaign launched in the U.S. and expanded to Africa and Europe by late 2022. As the campaign gained traction, it's success was reflected by a significant boost in website traffic and outstanding engagement, including increased time-on-site and click-through rates, allowing us to meet all KPIs and deliver sustainable, impactful results.
85%
of website traffic was driven by paid campaigns, while only 15% came from organic sources.
1.2 million
new users visited CATF’s website in 2022 as a result of paid campaigns.
3.48
was the average time spent by users on the paid campaign landing pages.
People searching for CATF drove 40% of donations online with record breaking CTR at 25.71%.
Paid Search Campaign
To measure success, we commissioned a brand recall study in 2021, including competitive insights, industry polling, and a Net Promoter Score (NPS) ranking, which showed an NPS of -10. Just one year later, a follow-up study revealed a 26-point NPS increase and significant gains in brand recognition and unaided recall.
Brand Recall Study
Brand Net Promoter Score raised from -10.5 to +16.6
8 of 10
pages with the highest page views on site are campaign landing pages
268 million
impressions across YouTube, Google Display and Discover, Twitter, LinkedIn, Meta, and Reddit
increase in user sessions to Clean Air Task Force’s site year or year
186%
My contributions
Creative Director
Developing the Creative Vision
Researched existing competitors as well as our target audiences to identify effective visuals and messaging
Defined the visual standards and guidelines; type treatments, CTA standards, color, etc.
Created a diverse library of stock images to have the biggest impact with our audiences
Designed the campaigns key visual "blueprint" elements: This included custom blueprint typography along with guidelines on how to apply the graphics to assets for consistency
Leading the Creative Team
Managed a small team of designers, copywriters, animators, and other creatives
Provided feedback on messaging and design, etc.
Ensured quality control on all deliverables
Monitoring and Adapting Creative Performance
Consistently reviewed the performance analytics of all creative assets
Made recommendations for adjustments as needed to optimize the campaign's impact
Implemented A/B testing of select ads and priority landing pages
Stewarding the Brand
Ensured the brand’s identity was consistently represented throughout the campaign, reinforcing its presence and positioning in the market
Ensured continuous alignment with CATF's core messaging, objectives, and target audiences to ensure the campaign effectively communicated its mission
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