The Challenge:
Today, it’s estimated that deforestation accounts for 15 percent of all global greenhouse gas emissions, while only two percent of climate solutions funding goes toward conservation and reforestation projects.
Pachama wants to change that. Yulu has partnered with Pachama since 2019 to launch and scale its marketplace for buying and selling carbon credits that directly finance conservation and reforestation projects. Yulu not only launched Pachama’s platform for scaling the carbon credit market but also worked to overcome misconceptions around the environmental impact of the carbon credit industry overall.
The Strategy:
Before public launch, Yulu conducted a strategic communications process, including interviewing Pachama’s stakeholders and compiling an Interview Insights Report; benchmarking relevant organizations in the climate and online marketplace industries; and developing a launch plan to raise awareness of Pachama with top-tier media.
While the initial launch moment focused on Pachama’s new carbon credit marketplace, Yulu continued to propel media interest by tying this news to larger climate events – namely COP25 and wildfires, as well as building a strong news pipeline to reflect the company’s growth (namely, fundraising, customer and partner announcements).
The Results & Impact:
Yulu has represented Pachama since 2019, and at the start of our engagement, quickly leveraged Climate Week to land results in both Fast Company and Forbes, highlighting the opportunity for businesses to offset through Pachama.
Media desksides and interviews were also secured at events the founder of Pachama attended, including Verge (resulting in interviews with The Economist and GreenBiz), and COP25 (resulting in interviews with BBC and Unearthed).
In 2020, Yulu further built Pachama’s profile by publicizing its financing raise by securing an exclusive in TechCrunch, to highlight the investor enthusiasm in this company that is scaling reforestation as a solution to climate change. The TechCrunch story syndicated across multiple news sites. This was quickly followed by Pachama signing a deal with Microsoft in Q1 2020, which resulted in coverage in Al Jazeera and Fortune.
Pachama’s public profile has grown over the years, along with the company’s trajectory. In 2022:
- 80+ media hits were proactively secured, including top-tier placements such as Reuters, Fortune and Global TV.
- 22 media interviews were secured
- 10 analyst briefings were secured
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