Chestnut Carbon Brand Awareness Campaign

Challenge

After tasking our Tailfeather team to create a brand, a US-based carbon credit company called Chestnut was on the verge of securing a significant deal with a prominent client in the tech industry. The transaction was set to validate their industry leadership, so Chestnut approached Haystack to build brand awareness ahead of the deal announcement. They positioned themselves as a credible name in sustainability, ensuring potential clients and investors were familiar with their brand.

Chestnut’s name and logo reflect their values of transparency, sustainability, and community impact. The new challenge was amplifying this identity through an awareness campaign to generate more business.

Approach

Leveraging our foundational work developing Chestnut’s brand, we crafted a multi-channel awareness campaign that included broadcast ads on CNBC and Bloomberg — and print placements in major outlets like The New York Times. Digital efforts ultimately focused on LinkedIn and Facebook after early analysis showed these platforms resonated best with the client’s target audience.

A key campaign element was producing a modular video highlighting Chestnut’s carbon credit initiatives, focusing on their local job creation and sustainability efforts. The video was adapted for broadcast and digital use, maintaining consistent messaging across channels. To further support the campaign, we updated Chestnut’s website with streamlined architecture and a contact form to facilitate lead generation toward conversion goals.

Results

Our awareness campaign successfully elevated Chestnut’s brand within the sustainability and corporate sectors. Social media engagement on LinkedIn increased by 23%, and website visits from Facebook ads rose by 35%, demonstrating the campaign’s effectiveness in reaching target audiences. The broadcast and print ads reinforced Chestnut’s credibility, ensuring they were positioned as a leading player in the carbon credit industry. Despite internal challenges and changes in strategy, the team successfully navigated the project, aligning the client’s expectations and delivering tangible results that laid the groundwork for future marketing efforts.