At LeWeb in Paris this year, I was lucky enough to be picked to interview Greenpeace’s Head of Digital & Mobilization, Brian Fitzgerald on the Social Business Track stage.

Fitzgerald’s job is to take Greenpeace’s causes and turn them into successful online campaigns that encourage people to take offline action. As seen with its current Detox campaign against clothing retailers like Zara and Marks & Spencer, this can be a huge success.

If you’re a digital marketer or are just interested in converting online messages into offline actions, watch the interview below for some inspiration.