A one-week, purpose-driven campaign where 60% of contributors were supporting a WeWard impact project for the first time.
For reward apps, short campaign windows can be tricky. Users are already moving between offers, challenges, partner promotions, and ways to earn or spend value. To stand out, a campaign needs to feel timely, easy to understand, and worth acting on.
During Earth Week, WeWard promoted Dots.eco’s gift cards to connect user activity with real-world environmental action. The campaign gave users a simple way to plant trees and take part in a timely cause without adding friction to the rewards experience.
The result became one of WeWard’s strongest contribution moments since launch, with new contributors, strong user participation, and measurable environmental impact.
How can reward apps turn user attention into action?
Here’s what happened.
From April 20 to 26, WeWard promoted Dots.eco rewards across its app and social channels. Users could plant a tree through Dots.eco and get a chance to win a $100 gift card.
To support the campaign beyond the app, Dots.eco created content to bring the real-world projects closer to WeWard users. The video was shared on social media and helped users connect their in-app action with the environmental work behind it.
For loyalty teams exploring how sustainability can strengthen brand engagement, this campaign is a strong example of purpose-driven engagement in action.
The challenge: engaging reward app users in a tight timeframe
Earth Week created the perfect moment, but the challenge was still clear: WeWard had one week to turn user attention into action.
For the campaign to work, the environmental reward had to be easy to understand, quick to act on, and compelling enough to stand out.
The campaign focused on three main goals:
- Awareness: Make Dots.eco rewards easier to notice during Earth Week
- Participation: Encourage more users to support environmental impact
- Engagement: Show how impact projects can create deeper user involvement
The key was to make the action clear: plant a tree, support real-world impact, and get the chance to win a $100 gift card.
The solution: a focused Earth Week campaign
WeWard gave users a clear reason to participate during Earth Week.
The campaign combined:
- A one-week Earth Week promotion
- Dots.eco gift cards for planting trees
- A $100 gift card incentive for users who planted a tree
- Social media content to increase visibility
- Content from the ground to bring the real-world projects closer to WeWard users
- A video about the projects linked to the campaign
This made the campaign feel more meaningful than a standard reward promotion. Users were not only contributing inside the app. They could also see the environmental projects connected to their actions.
The results: 2nd biggest contribution week since WeWard launch
Tens of thousands of users choose to support environmental action during a single campaign window.
- 32,000 trees planted
- 25,805 unique contributors
- 37,759 WeWard users supported the impact
- 61% of contributors had never contributed to any project on WeWard before
Let that last number sync in. We successfully converted a massive 61% of WeWard’s users from first-time observers into active project contributors.
Moreover, data confirms that sustainability rewards app features increase stickiness and lifetime value, offering a valuable case study for user retention in reward apps.
In summary
A timely campaign gave users a reason to act
Earth Week created a natural moment for WeWard to spotlight environmental impact.
A simple mechanic reduced friction
Users could plant a tree through Dots.eco and connect their contribution to a clear environmental outcome.
A clear incentive created urgency
The chance to win a $100 gift card gave users another motivation to act during the campaign window.
The campaign expanded WeWard’s contributor base
WIth this astonishing 61% contribution conversion,the campaign brought new users into impact participation.
The environmental impact
During the Earth Week campaign, WeWard users planted 32,000 trees
For users, the campaign made impact feel simple: take part through the app, support a real environmental action, and see how everyday engagement can contribute to something bigger.
Learn more about how the planting trees impact works.
WeWard’s Earth Week campaign shows how reward apps engagement strategies can help loyalty platforms connect timely campaigns, simple actions, and measurable environmental results.
Want to explore a similar campaign for your rewards app? Book a meeting with Dots.eco to see how purpose-driven rewards can support user engagement and measurable impact.
