.eco: Using the power of community to responsibly govern an industry

Nine years on .eco proves that, collectively, a community with shared values can realize industry potential and change

CAMPAIGN OVERVIEW

Faced with the challenges of preconceived notions around the domain name industry, Yulu used impact consulting and media relations to effectively share the story of .eco in a positive and authentic way. By encouraging community governance and focusing on the mission of creating positive change for the environment, .eco saw a successful North American launch and demonstrated that holding companies to higher standards will result in positive change.

THE CHALLENGE

After a nine-year collaborative effort with more than 50 environment non-profits, Big Room, the owners of the .eco domain, were ready to launch in North America. .eco is a domain extension dedicated to the environment, for people and brands committed to positive change for the planet.

The domain industry has its own set of challenges, Yulu had to find a way to demonstrate that the .eco domain was responsibly governed and that the extension is indeed a flagpole for organizations dedicated to being environmentally responsible.

THE STRATEGY

Yulu developed a communications plan that looked at how .eco could help raise industry standards and environmental commitment on a wider level, while generating local, national and international media coverage.

The team then executed a comprehensive, North America-wide media and influencer campaign focused on sharing the .eco story through entrepreneurship and environmental angles. Its approach was focused on thought leadership and building legitimacy through showcasing collective community engagement.

RESULTS & IMPACT

.eco’s nine-year business story and new take on the domain industry, including regulations around the environmental standards of the organizations using the domain, resonated well with top tier media across North America. Coverage in international outlets included Forbes, Fast Company, GOOD, Vice Motherboard, and Canadian outlets including The National Post and Business in Vancouver. Yulu landed 13 pieces of in-depth feature media, reaching over 58 million people. Organizations that have embraced .eco sites and the environmental stewardship they convey include Arcteryx, Greenpeace, and the World Wildlife Fund.