In the face of an increasingly urgent climate crisis, we at The Brand Education were excited to partner with Kudos, a platform dedicated to showcasing climate change research. Our mission was to help them expand their impact beyond the academic community. However, we knew that doing so would be a significant challenge, considering the crowded market during the 2021 United Nations Climate Change Conference (COP26) and limited budget.
To tackle this complex challenge, we took a data-driven and creative approach. Our first step was to conduct thorough audience research to gain a deeper understanding of the target audience’s interests, needs, and behaviours. Simultaneously, we performed in-depth search trend analysis to identify relevant topics and discussions gaining momentum in the online climate change sphere
Based on these insights, three key audience needs emerged: clear direction on climate change action, access to qualified expert opinions, and the confidence to actively engage in climate change discussions. These insights formed the foundation of our communication strategy.
We strategically leveraged social media platforms, primarily LinkedIn and Facebook, to connect with a global audience. Tailoring the content to resonate with the identified needs, we utilised various ad formats to maximise engagement.
To create intrigue and drive curiosity, we crafted single image ads that captured attention and encouraged users to learn more. Carousels were designed to showcase diverse research projects, allowing viewers to immerse themselves in various aspects of climate change research. Story polls provided an interactive way for the audience to participate, fostering a sense of empowerment.
Beyond social media advertising, we recognized the value of having a centralised hub to consolidate essential climate change research. Therefore, we designed and developed a bespoke landing page that functioned as a one-stop repository of key research findings. This page empowered users to easily find content that resonated with their specific interests and concerns, promoting a more personalised and engaging experience.
However, crafting compelling copy for the ads was equally vital to the success of the campaign. Adopting a test and learn approach, we experimented with different messaging strategies to gauge effectiveness. After extensive testing, we discovered that the most successful copy was, “Take action with our experts behind you,” resonating deeply with the audience’s desire for expert guidance and meaningful involvement.
The outcome of our collaboration with Kudos surpassed all expectations. The campaign achieved remarkable results, including:
- Reach: Surpassed planned impressions by an astounding 401%
- Engagement: Exceeded planned clicks by an impressive 223%
- Cost efficiency: Remarkably achieved a CPM 81% below the target and CPLC 57% below the target
The success of this partnership extended beyond the metrics alone. It amplified the global visibility of Kudos’ climate change research platform, drawing attention from diverse demographics passionate about climate change and sustainability. Through the powerful combination of data-driven strategies and creative execution, we successfully positioned Kudos as a key player in the battle against climate change.
What they say
“The Brand Education was a knowledgeable, creative, and trustworthy partner throughout this journey. The success of our collaboration during COP26 has strengthened our resolve to continue working with them as we launch our next showcases on topics such as infectious diseases, war & peace, and diversity & equality.”
This case study stands as a testament to the remarkable impact that strategic marketing, coupled with a deep understanding of audience needs and effective utilization of social media, can achieve in amplifying essential initiatives tackling pressing global challenges.