Double Tap to Plant
Once crowned the 3rd most liked post on Instagram, the Little Sapling of Earth Day 2019 had the world at its roots and became the most sustainable post. This collaborative campaign highlighted the importance of protecting our forests and planted 500,000 trees in Indonesia with a simple call to action: Double Tap to Plant.
15 Million Likes
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15 Million Likes 〰️
Brief
In the wake of the Fyre Festival’s viral “orange square” campaign, tentree set out to harness that same social momentum for good. The goal was to create a simple, engaging campaign that could go viral while making it effortless for people to take climate action. For Earth Day 2019, the challenge was to turn a single Instagram post into a global movement—encouraging millions to plant trees with just one tap.
Concept
The creative idea was simple yet powerful: a minimalist post featuring a small sapling and a clear call to action—Double Tap to Plant. To keep the momentum growing, a tier system was introduced where more likes meant more trees planted, encouraging users to share and rally their communities. The simplicity mirrored familiar viral formats, but instead of promoting hype, it promoted hope—transforming passive scrolling into collective climate action.
Solution
The Little Sapling of Earth Day 2019 campaign quickly took root, becoming one of Instagram’s most-liked posts at the time and planting 500,000 trees in Indonesia. By pairing a viral social mechanic with a meaningful purpose, tentree demonstrated how digital engagement could drive real-world impact—proving that sometimes, saving the planet can be as simple as a double tap.
This was a collaborative team project involving the following tentree departments: marketing & copywriting. My role was to create marketing assets.