Case Study: Northern Minnesotans for Wilderness

Creative Digital Strategy to Save the Boundary Waters

Conceptualizing and managing digital and social media strategy to Save the Boundary Waters.

Services: Strategy & Planning

Northeastern Minnesotans for Wilderness has a simple, yet daunting, goal: protect the Boundary Waters Canoe Area Wilderness from the threat of sulfide mining, which would continually pollute this national treasure for at least 500 years. The organization launched a campaign to “Save the Boundary Waters,” partnering with Seiche to conceptualize and manage its digital and social media strategy.

We’ve worked with Seiche for years now, and really value their deep understanding of the needs of grassroots advocacy efforts like ours. Their team is incredibly helpful, creative, responsive, and fun to work with.

Samantha Chadwick — Associate Director, Northeastern Minnesotans for Wilderness


What We Did

Seiche worked closely with the campaign to understand the goals of its digital engagement, which included educating key audiences about the dangers of sulfide mining, and connecting people with opportunities to support the campaign through volunteers and donations.

Moving at the Speed of the Campaign

Given the time-sensitive nature of the work, we quickly built a digital engagement strategy and workplan, which included an ambitious content development approach that would tell the story across numerous digital and social media channels.

Beautiful, Compelling Storytelling

Seiche knew that rich content – photos, videos and original writing – would be critical to growing and engaging online audiences. We established a content/advertising partnership with a local media company, conceptualized a video series of people sharing stories of their experiences in the Boundary Waters and hired/managed a videographer to capture those stories.

Building an Action-oriented Online Community

At the same time, Seiche worked closely with web development partners to build, establish the social media channels and build an advertising plan to effectively market content to key audiences.

Digital Strategy that Engages People

Seiche’s digital and social media strategy was a cornerstone of the campaign’s success – it attracted over 75,000 engaged followers across Facebook, Instagram and Twitter, which helped the campaign generate email signups, recruit volunteers and raise thousands of dollars in donations for the campaign. The end result is a digital strategy that engages people – facilitating action that otherwise would not have occurred.

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