The mindset of consumers has changed in the past year, and while COVID experiences have been different for all, there has been a shift towards wanting to stay and support local. 

Through this mindset, we have seen grassroots campaigns regaining momentum with consumers developing a sense of belonging to their community through shared experiences.  

What are grassroots campaigns?  

Grassroots campaigns differ from everyday marketing campaigns; the aim is to reach a small target audience who resonate and believe in the content you are creating, and providing them to with specific call-to-action. 

Content is highly targeted to a niche or specific audience. The goal is to reach consumers with content that inspires them enough that they amplify and share your message. 

Utilising digital networks such as social media, blogs and community platforms, successful campiagns are built on a human approach; sharing specific human-centered stories that resonate with a reader on a personal level.  

 Three top tips to create a great grassroots marketing campaign:  

1. Know your target audience:  

Grass roots is about reaching a niche audience. Do you know who they are, what they value or understand their behaviours? Start by creating audience profiles (talk to us if you want to know more!).  

2. Get creative and inspire action:  

Your campaign doesn’t need to be complicated – just a simple call to action that connects with the target audience.  

3. Focus on storytelling:  

Think about a human component – perhaps a local ‘face’ that gives your target audience someone to aspire to and to believe in?   

Grassroots influencer marketing   

Influencers are becoming a huge part of grassroots marketing campaigns. When influential people promote your brand or your cause, your audience is more likely to take notice. 

Including influencers in your grassroots campaign helps build trust and scale – posts are generally authentic and provide third party endorsement of your brand. They also give you that human component we talked about.   

Grassroots campaigns in practice  

The success of grassroots campaigns relies on a brand’s connection to its audience. Local campaigns will only work if an audience can relate to the brand on a personal level.  

The Guardian reported a story last year about a potted basil plant that appeared in the main square in Bologna, Italy.  Next to the plant was a cardboard sign that said #6000SARDINE and #FOTOSINTESI.  

If you searched the hashtags you would discover the political group Sardines selling 6,000 plants to raise money for local culture that had suffered during the pandemic. They raised over €60,000.  

People came together to support a local cause but also through their sense of belonging.