Client

Building Climate Justice

Fundo Casa Socioambiental · Promoting COP 30 publications

The campaign was structured to capture leads and promote three free publications explaining how Global South civil society can take part in the climate negotiations at COP 30, offering critical, contextualized analyses of the paths of climate finance and of Fundo Casa's work supporting thousands of local projects on the adaptation, mitigation, and just climate transition agendas.

The challenge

We turned Fundo Casa Socioambiental's technical publications into attractive digital assets, structuring a sequential launch journey with a landing page, email journeys, and paid media to generate qualified leads engaged with socio-environmental causes.

Strategy adopted

Landing page

Page integrated with Mailchimp, with direct download and sign-up to receive each release.

Sequential launch

3 publications in Portuguese and the same 3 in English, in independent phases.

Email sequences

3-email flows per publication, from the announcement to reinforcing the content's practical value.

Meta + Google media

6 months of paid traffic on Meta Ads, Google Ads, and Google Ad Grants.

What we delivered

Landing pageIntegrated with Mailchimp

3 publicationsIn Portuguese and in English

14 videos up to 20sWith an English version of each piece

14 static piecesWith an English version of each piece

Email sequences3 emails per publication

Meta + Google Ads6 months (incl. Ad Grants)

Development process

From technical publication to qualified lead.

We developed a modular launch strategy divided into independent phases, combining conversion infrastructure, relationship journeys, and segmented media buying.

Conversion infrastructure (Landing Page)

We built a responsive landing page integrated with the client's Mailchimp. The page was designed to build anticipation, displaying the themes and dates of each stage. To download the materials, users could either download them directly or register their email to receive automatic notifications with each new release in the journey.

lp.casa.org.br/construindo-justica-climatica

Landing page for the Building Climate Justice campaign

Sequential launch strategy

Initial setup (July/August) with audience mapping, scripting, and strategic design of the first pieces. 1st publication: 6 videos of up to 20s and 6 static artworks. 2nd publication: 4 videos of up to 20s and 4 artworks. 3rd publication: 4 videos and 4 artworks. Every one of these pieces, videos and artworks alike, also got an English version.

Piece from one of the publications launched in the campaign

Automated email marketing journeys

For each of the 3 publications, we structured sequential flows of 3 emails configured in the client's CRM: an initial message announcing the material and two reinforcement communications highlighting the content's practical value.

Sequence per publication automated

Email · Launch sent
New publication available
Email · Follow-up 1 sent
What you will learn
Email · Follow-up 2 sent
Download the material now

Online media performance (Meta & Google Ads)

We ran 6 months of paid traffic campaigns. On Meta Ads (Facebook and Instagram), we focused on the internal audience and new profiles interested in conservation. On Google Ads and Google Ad Grants, we captured users actively searching for terms related to the publications.

Media asset for the Building Climate Justice campaign

The artwork

Technical guides on how to take part in COP 30, how to access climate finance from the Global South, and how Fundo Casa Socioambiental works on mitigation, adaptation, and a just energy transition.

The legacy

By turning dense technical publications into engaging digital assets, the campaign beat its 2,000-lead goal within the first 3 months, capturing 4,970 new contacts and growing the organization's base by 44.4%. The contract was extended by 3 more months, keeping the campaign live for 6 months.

Credits

2025

Client: Fundo Casa Socioambiental
Project management and strategy analysis: Sidcley Lyra
Client services: Sidcley Lyra and Amanda Sul
Copywriting: Amanda Sul
Design and motion: Arthur Gonçalves
Online media: Pedro Bernardo

Direct mail

View case

Fundação Otacílio Coser

Fundação Otacílio Coser e Programa Escolaí

Communications management

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