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Digital Marketing Plan

2021 Summer CCT354 Digital Marketing II Course Project

A digital marketing plan for a social cause/awareness, Ripley’s Aquarium of Canada - Protecting Marine ecosystem.


          As we all know, the ocean is critical to human beings since they provide essential services such as food, oxygen generation, carbon storage, etc. However, with the rapid development, human activities are threatening the health of the world's oceans. Based on the NOAA (national oceanic and atmospheric administration), approximately 80% of global marine pollution comes from land-based activities (NOAA, 2018). Therefore, it is necessary for us to advocate for people to protect our marine ecosystem.

         The ocean ecosystem plays a vital role in our life. However, our marine ecosystem is being impacted by pollution from human activities like greenhouse gas emissions, sewage disposal, trash dumping, etc. These pollutions will change the ocean acidification, the water temperature and cause the sea levels to rise, which will threaten the marine species as well as human health, food security and economics. Other than pollution, many other human activities such as overfishing, offshore drilling are also severe problems. All these cumulative impacts threatened our marine ecosystem. On that account, the social cause we focus on is that human beings are harming our marine ecosystem, and it became a serious issue that we cannot neglect and need to take action.

          Ripley's Aquarium of Canada is a public aquarium in Toronto with more than 1.5 million gallons of water and shows more than 450 species and freshwater habitats from around the world (Wikipedia, 2021). After viewing the official social media accounts and website, I discovered that the Ripley's Aquarium already had some relevant articles and events about protecting the marine ecosystem. Therefore, to better prove the Aquarium wants to help the world and have corporate social responsibility (CSR), we can pay more attention to the social cause: protecting the marine ecosystem through digital marketing. And the following marketing strategies will help the company not only to promote the social cause, which helps to increase social awareness and educate people but also generate donations.

Relevant design


Sample logo of “protect ocean” for Instagram highlights


Samples of “protect ocean” stories for Instagram


Samples of promotion post for Instagram


Sample of promotion posts for Facebook


Sample of the donation pages


Sample interactive video with question mark symbol


Sample interactive video after clicking the question mark


Sample interactive video with multiple choice question


Sample interactive game

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