Avocado Green Mattress
Two media campaigns, one piece of research
We ran a state-by-state study with 5,000 Americans on behalf of Avocado Green Mattress. The data and insights gathered from the one piece of research underpinned two successful media campaigns.
Consistent earned coverage builds authority and visibility
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Using data to drive conversations about the environment
Avocado is a Certified B Corp and Climate Neutral Certified company with a mission to “raise the bar for sustainability”. Their aim is to make luxury handcrafted products affordable and accessible, while maintaining environmentally conscious, ethical and sustainable business practices across their supply chain.
Together with our Talker Research team, we conduct regular research for Avocado Green Mattress, gathering the latest insights and opinions to create newsworthy content and drive conversations around topics that are close to their heart, and at key periods through the year.
Earth Day (April 22nd) is an important date peg in the calendar, a day dedicated to raising awareness about environmental protection and sustainability. Working with the Avocado team in the weeks leading up to the global event, we planned a comprehensive study to explore environmental consciousness, what Americans believe it means to be eco-friendly and what concerns they have about the effects of climate change.
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Creating two news stories from one piece of research
With a large sample size of 5,000 Americans split state-by-state, we were able to gain an extensive range of data points from just 21 survey questions.
We deployed a range of question types, including 1-10 scales that asked respondents to rate themselves on how eco-friendly they are. We used the data to make regional comparisons, formulating a list of the most environmentally conscious states. Our study also explored their fears around climate change, allowing us to calculate the amount of time the average respondent spends worrying and which worries were the most prevalent. Again, making comparisons between different states.
With so many interesting insights revealed through the data, we knew we had more than one news angle on our hands. So, we crafted two! The first, “Top 10 most environmentally conscious states” was distributed just two weeks ahead of Earth Day, and the second story six weeks later led with “Half of Americans believe climate change will devastate the earth during their lifetime, according to new research.”
While the stories touched on similar themes, they each had their own unique news hook, a different set of findings, and visual assets to bring the data to life. We generated over 400 pieces of earned editorial across national and regional news sites, and 19 broadcast segments for the two stories through the months of April and May. All of this was achieved from a single piece of research.
Content that cuts through
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We write people stories, not product promos. News copy, not press releases. Our news team craft headline-grabbing stories that earn extensive media coverage — results guaranteed.
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