PNW Climate Week 2026

Executed social media strategy for a climate movement spanning two countries, resulting in 201K+ content views.

Client

PNW Climate Week

Year

2026

Industry

Nonprofit
Climate

Format

Content Strategy
Paid & Organic Social
Cross-Border Campaign

PNW Climate Week 2026 is a community-led initiative across Washington, Oregon, and British Columbia—and the first cross-border climate week in North America. I joined the team in May, two months before the event: a week-long program running July 13–19 across seven cities (Vancouver, WA; Bend, OR; Portland, OR; Seattle, WA; Vancouver, BC; Tacoma, WA; and Bellingham, WA).

I led social content strategy on Instagram and LinkedIn, growing the audience and driving traffic to 300+ events. I built a two-part strategy: organic content to establish the brand and grow the base year-round, and a geo-targeted paid campaign to convert in the final stretch.

Social Media

Organic

Instagram Metrics

Doubled followers
201K+ content views
56.5K reach
6,500+ content interactions / 11% engagement rate

LinkedIn Metrics

+732 followers (to 4,941)
23,480 impressions—100% organic
3,212 page views / 1,707 unique visitors

I developed a social content strategy to highlight event and speaker spotlights, sponsorships, and behind-the-scenes moments. I also amplified content made by our community of event hosts and volunteers, as well as earned media—including KATU News’ on-air coverage—to extend our reach beyond owned channels.

I built for each platform’s audience rather than cross-posting identical assets. While we sometimes shared a video or graphic across both channels, I refreshed the content for each so it felt native to that audience.

On LinkedIn, I built a strategy around the platform’s more informed, longer-form copy, which drove 23,480 impressions with zero paid spend and grew the page by 732 followers. Our most concentrated following was in Seattle, Portland, and Vancouver, BC, the regions with the most events and largest audiences.

Instagram required more video to bring up the energy. For example, to open the week, I produced a human-first interview with a community partner around the movement’s core idea: connected communities build climate solutions. I developed the concept, wrote the questions, shot it on iPhone, and edited it, then paired it with a registration CTA. It reached 665 accounts, 75% of them non-followers, extending the movement beyond our existing audience on launch day. Overall, our Instagram content drew 201K+ content views at a roughly 11% engagement rate.

Across platforms, I managed the community directly, responding to comments and DMs so the audience felt part of the movement rather than marketed to. By the time registration opened, that audience was engaged and ready to act.

View this post on Instagram

A post shared by PNW Climate Week (@pnwclimateweek)

Paid (Instagram)

1,780+ landing-page views
135K impressions / $10.17 CPM
$1,369 across 10 geo-targeted ad sets in 4 cities
$0.47 per landing-page view for our best-performing ad set (~30% below average)

I expanded into paid media, learning Meta Ads Manager to build and run the campaign myself. Rather than one broad campaign, I built 10 geo-targeted ad sets across four cities—Seattle, Tacoma, Portland, and Bend—each pointing a local audience to events within reach. On top of geography, I layered interest-based targeting around event content to reach people already interested in those themes.

Because registration intent peaks in the final stretch, I concentrated spend in the two weeks before events and launched the ads on July 1. The launch produced a clear, immediate spike: link clicks and site traffic held flat through June, then climbed sharply within days of going live.

From there, I watched the ad sets and adjusted content. For example, our Tacoma City Lead flagged that the city’s Opening Ceremony registration was low. The Tacoma Event Calendar ad was running, but it wasn’t converting those registrations, so I built a separate ad focused specifically on the Opening Ceremony, aimed at the same Tacoma audience.

As a result, the Tacoma Opening Ceremony ad drove landing-page views at $0.47—about 30% below the average, and well below the calendar ad it ran alongside. A single, concrete invitation outperformed a general one, and it did the job that matters most for a live event: filling the room. The Opening Ceremony went on to sell out.