Scalable Campaigning

We investigate gaps between brands’ sustainability image and reality. We directly activate their followers to reach out to raise awareness about these gaps, redirect them to better-performing competitors and spread the word.
By impacting good and bad players’ bottom line we reward the market for pledging to decarbonize supply chains.

We investigate running campaigns in which social media users directly reach out to consumer brands’ followers about gaps between sustainability image and reality as well as better-performing competitors. By attacking the bottom line we get companies to pledge to decarbonize their supply chains.

How it works

The big picture

The 100 consumer goods companies have a revenue of $1,730B. International regulatory pressure is building up far too slow to decarbonize that industry in time to keep Earth habitable. What’s necessary is consumer pressure.

Social is key

Advertising money is shifting to digital channels and direct customer interactions on social media are becoming key elements of brand communication. Modern social networks are designed to amplify paid voices and therefore have a chilling effect on social media campaigns that rely on posting and sharing.

The answer is C2C lobbying

Every social network user can become a friend/follower of any other user. Direct messages between friends/followers are unrestricted. Our campaigns identify industries with a high variety of sustainability commitments and single out players with the biggest gap between reality and brand communication. Everybody with a social media account can sign up to participate in a campaign. We provide campaigners with templates and target user account lists to become friends with and reach out to using their own social media account. Communication is always positive, helpful and non-judgmental.

Momentum hacking

Participants not only inform target users about gaps and alternatives but also encourage them to participate in the campaign. Our users’ effort is therefore invested in impact and growth to boost and maintain momentum

The first campaigns target small, easy targets to make sure that the majority of campaigns succeed. Every success contributes to the overall momentum of our effort.


The only piece of technology is a tiny tool that pulls follower lists and distributes them among participants.

We don’t have to reach all followers

There are limiting factors to how many people we reach:

  • Not every campaigner will actually execute their workload
  • Not every brand follower will accept a friend request
  • Not every brand follower will read the incoming message

Paid advertising campaigns on social media typically reach 10% of a brand’s followership. Considering these limiting factors our concept of distributed lobbying still has a much higher penetration of the target audience than what the target brand could achieve with money.

Where it hurts: The bottom line

Companies pay a lot of money to acquire and retain social media followers. Targeting that asset with objective information about gaps in sustainability and pointing them to better-performing competition can lower a company’s bottom line within days.


  • Seasoned professionals are willing to coach and consult professionals from climate NGOs a few hours per month.
  • This coaching and consulting generates long-lasting benefits for impact professionals.
  • New relationships can be established without central matchmaking.
  • Occasional surveys and a centralized 1on1 directory are enough to track the project.
  • Professionals from climate NGOs refer us to their networks.


This has been one of several discussed tactics. Among them victims of climate change sending postcards to executives’ families (working title Family Letters) and sales agents reaching out to SMEs with info material to decarbonize them. We did a comparison in 2020-06-04 Scalable Campaigning Tactics and decided to follow up on the concept outlined here in this document. There’s also an outdated document combining the two: 2020-04-14 First Concept Draft for Scalable Campaigning.

Take this further

  • Run a pilot
    • Identify targets (small size, sustainability gaps, high reliance on social media)
    • Ask upfront to pledge decarbonization (if it happens: win!)
    • Prepare templates and material
    • Find participants
    • Manually pull and split followers
    • Execute
  • Measure, learn, repeat
  • Adapt and scale!

These people help

Alexander Thiel

CTO, Angel Investor, Founder and daily contributor.

Lorenzo Fossati

Senior Product & project manager, Daily contributor.

How we work together

  • At Imagine Zero
    • We work full-time and are responsive to your needs
    • We have daily standups
    • We use issue tracking to organize our work
  • If you want to manage this project, we want you to
    • Define clear commitments and communication preferences you can reasonably stick to
    • Decide what cadence suits you and the the rest of the team
    • Measure impact of existing coaching relationships.
    • Create a concept on how to scale this project to have more impact.
  • We all work for free.
  • We have access to possible donors and funds, talk to us!
  • We have good access to marketing, sales, business, legal, communication, design and software engineering experts. Make the best use of our network!


You can help by connecting

Have you worked with amazing people in the past who could help us stop the climate crisis? Connect us!

Other projects at Imagine Zero

Impact 1on1

Impact 1on1 is a non-profit coaching and consulting offering. It will help mission-critical NGOs with free-of charge, time-bound advising and project-based support. Gigs range from monthly sessions to closer project-based collaboration with several hours a week.

Green Radar Chart

We visualize how green you are and encourage you to step up and share your progress with this accessible tool.
By balancing the rewards users get for each action, we can boost behavior that has the biggest direct or indirect impact on reducing global greenhouse gas emissions. Rewarded actions range from household and mobility decarbonization to engagement in the climate movement, referrals, trainings, and propagating sustainability in the workplace.