Lessons from Seventh Generation’s Quest Toward 1 Million Fans [Case Study]

Author: Christina Buquid

Seventh Generation, a leading brand for green household and personal care items, launched an ambitious campaign to increase brand awareness and affinity on Facebook. With a strategic game-plan and the help of social advertising and audience intelligence solution provider Compass Labs, they were able to achieve an exponential upswing both in the number of likes and engagement interactions while achieving significant cost savings.

Design a clear campaign strategy to achieve specific goals

Seventh Generation’s campaign goal was two-fold: to increase their Facebook Fan base and boost Fan engagement. The execution strategy required a deep understanding of Seventh Generation’s current and potential audiences, as well as precise ad targeting, to reach desired audience segments with the most influential and engaging messages at the right times. Seventh Generation’s “Like Campaign” used a mix of Sponsored Stories and Ads to direct new Fans to their page, and a “Sweepstakes Campaign” featured an engaging invitation to join the “Lorax Generation” and win a vacation to Redwood National Park.

Create relevance and context for your messaging

A huge part of Seventh Generation’s success was ensuring each piece of messaging stayed consistent to their brand and that each ad campaign tied into a larger conversation. Both campaigns were launched during Earth Month and alongside the release of the new Dr. Seuss’ movie “The Lorax.” The brand’s call-to-action to “Like us if you want to change the world!” understandably made an impression on environmentally conscious fans. Even the sweepstakes prize to Redwood National Park remained consistent in brand tone and vision.

Actively assess your results and optimize your strategies

Compass Labs worked with Seventh Generation to consistently optimize their campaign targeting and creative formats to help them identify their “social sweet spot” and stand out against the competition. Being able to react to Facebookusers’ evolving interests, actions and behaviors in real-time led Seventh Generation to discover new audience segments and targeting strategies through constant assessment. Seventh Generation was able to attract not just a greater number of users, but a greater quality of Fans. “[Compass Labs’] ability to precisely target our audience and consistently deliver the right Fans has greatly improved the efficiency, effectiveness, and success of our Facebook advertising,” said Seventh Generation CMO Joey Bergstein.

Rack up the winnings

The Lorax Generation campaign was a well-thought-out campaign at every step, as evidenced by the results. Seventh Generation acquired over 82,000 new Fans in less than two weeks. They saw a 364% increase in “People Talking About This,” 111% increase in Likes per post, and 199% increase in shares per post.

Using audience intelligence, cohesive messaging, and flawless timing, Seventh Generation achieved one huge Social Media win. Seventh Generation continues to partner with Compass Labs to maintain and increase brand awareness, affinity and loyalty through social media on its quest to reach 1 million Facebook Fans!

Download the full case study.

Compass Labs is a sponsor of the 2012 Pivot Conference, where they will showcase results from Pivot’s Facebook campaign managed by the CLIQ platform via live video stream. For more information about Compass Labs, please visit, follow @compasslabs on Twitter or like Compass Labs on Facebook at

What are your favorite tactics for building Facebook pages? What do you think of Seventh Generation’s strategy and results? Answer in the comments below or send your tweets to @pivotcon.

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