- BMW Canada and its partners reported promising results for a technique that paired a sustainability-themed branded video series with a carbon emission reduction and compensation push, according to a press release.
- The “Forces of Nature” series, released last fall in Canada, featured six innovators using technology for sustainable purposes. Targeting an audience excited by sustainability, smart technology and electric luxury vehicles, it garnered an 82% video completion rate, exceeding performance goals by 26%.
- The media buy was optimized toward sites with low emissions and those with emissions-reducing direct supply paths with help from Media Experts and Sharethrough. The emissions impact was compensated for at a level equivalent to fully charging 89,000 smartphones.
BMW Canada’s campaign suggests marketing that builds in sustainability in quite a lot of ways can meet and even exceed campaign goals. It also points to how sustainability is drawing interest in the luxurious market.
“We are on a mission to reinvent the business to include sustainability at every step, making it a component of our core strategy. It was imperative for this campaign to further reinforce that commitment,” said Ryan Chu, national manager of name communications at BMW Canada, in a release.
Environmental concerns are being addressed in numerous ways throughout the promoting industry, which has a considerable carbon footprint — particularly when it comes to digital promoting. Sharethrough, BMW’s partner on the campaign, is an independent ad exchange that reports greater than 7,000 brands have delivered carbon-neutral campaigns using its GreenPMPs solution developed with Scope3, which has built a model to predict carbon emissions throughout the promoting supply chain.
Last yr, the ad industry got here together for Ad Net Zero, a program to curb the environmental impact of promoting. All of the foremost holding firms, together with a spread of tech firms, publishers and trade organizations have signed onto the worldwide initiative, whose goal is to cut the industry’s carbon emissions to net zero by 2030. Former OMD U.S. and BBDO New York CEO John Osborn is leading those efforts.
IPG Mediabrands, meanwhile, has partnered with Scope3 (which measured the emissions of BMW’s campaign) to help reduce the environmental impact of its clients’ promoting across the globe. Through the partnership, Mediabrands will offer clients emissions measurement, compensation and reduction capabilities.
On the client side, Toyota committed to reducing the carbon footprint of its digital ad campaigns by up to 20% through a partnership with Swedish technology firm SeenThis. The offering focuses on paring ad load times, which cuts the quantity of information needed to effectively run campaigns.
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