Big Butterfly Count

As Digital Manager, I was proud to lead the national digital strategy for the Big Butterfly Count – the UK’s largest and most recognised citizen science initiative focused on insect conservation. Each summer, the campaign empowers tens of thousands of people to contribute vital data by recording butterfly sightings in their local areas. Under my leadership, we achieved year-on-year growth in participation, reaching new audiences and deepening engagement across both digital and physical touchpoints.

I oversaw the complete redevelopment of the Big Butterfly Count mobile app (iOS and Android) and website, leading the agency relationship and ensuring the build prioritised user experience, accessibility, and seamless data submission. By integrating AI-driven insights and interactive map visualisation, we made participation more intuitive and rewarding – encouraging repeat engagement and stronger data quality.

The campaign’s success was also driven by a joined-up digital content strategy that spanned educational storytelling, influencer partnerships, targeted email journeys, and organic and paid social media campaigns. I designed and implemented this multichannel approach to ensure maximum participation, inclusivity, and visibility – with every piece of content serving a clear purpose: to connect people with nature, raise awareness of species decline, and turn passive viewers into active contributors.

This campaign not only boosted app downloads and website traffic but also helped position Butterfly Conservation as a digital leader in citizen science.