market influence. On LinkedIn there is a lot of talk about professional projects. So and so who had a new place. So-and-so who managed to multiply his turnover by three. Or so and so who shares an anecdote about his daily life as a business manager. These contents are far from being the only topics of discussion today the social network. Thanks to users with increasingly varied profiles, social issues are also addressed there, with the main objective of making things happen.
An influence marketing campaign conducted on January 18 is the perfect example of this. Over the course of the morning, a good dozen content creators o users with a good reputation and strong commitments, spoke of a project led by TotalEnergies. The oil company has been working on the creation of »pipeline of over 1400 km (distance Paris-Rome) constantly heated to 50° to transport oil through Africa’s largest freshwater reserve”, writes on LinkedinAntoine Perigne. The project is called EACOP. In his post, as well as in the others, it is not about congratulating the company for this action. These users have been asked to report this project and make sure it is not successful.
An awareness campaign on LinkedIn
In all these publications, the content creators explain the dangers of such a project – 34 million tons of carbon emissions per year, risks poisoning drinking water resources, hundreds of thousands of people will lose access to their land… A message accompanied by a strong slogan engraved on an image: “they lived unhappily and emitted a lot of greenhouse gases”. Others chose a card with a dot that said “this is a climate bomb“. Impossible not to have seen one of these posts, because many of them were published in a matter of hours.
At the initiative of this project, we find influencer marketing agency The brush. No company is mentioned in the publications as a promoter of the project. Behind this communication there is a collective against EACOP, but we will not be provided with further details. The content creators link to several pages in English in order to get their community to sign petitions and get TotalEnergies to stop its activity. The aim of this campaign is therefore to make as many people as possible aware of this project and its impact on the environment.
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