Kapuluan Coconut seeks to improve standards for Filipino coconut farmers in the aftermath of Typhoon Haiyan.
To support this cause, Kapuluan launched an Indiegogo campaign to build a small-batch raw coconut oil production facility to provide sustainable job opportunities with fair wages and working conditions. Yulu is supporting this campaign through media relations, influencer marketing, and strategic brand positioning.
Social Enterprise Public Relations
Media relations is at the heart of everything we do. Our goal was to shed light on the ongoing struggles faced by Filipino coconut farmers by securing press opportunities that share the story behind how Kapuluan came to be. Apart from its social mandate, Kapuluan also produces high quality, raw, handmade coconut oil. To generate attention around its product, we’ve secured opportunities with lifestyle bloggers and media.
Securing partnerships with top-tier influencers is a crucial step in Kapuluan Coconut’s launch for their Indiegogo crowd-funding campaign. Those partnerships have supported the ongoing efforts to build a small batch coconut oil production facility in the Phillipines to change the livelihood of those living in the wake of Typhoon Haiyan.
Strategic Brand Positioning
Yulu worked with Kapuluan to develop a clear brand positioning within the eco-wellness and social impact spaces. Our goal was to ensure the organization’s multifaceted approach to improving the livelihoods of coconut farmers in the Philippines was at the forefront. We also wanted to ensure we were positioning Kapuluan as a voice in the health and wellness industry to build a community around its mission to create a better world.