What is an Impact Campaign?
An Impact Campaign is a unique approach to communications campaigns that focuses on the Triple Bottom Line approach that was put forward by John Elkington in 1994.
The triple bottom line (TBL) is a framework or theory that recommends that companies commit to focus on social and environmental concerns just as they do on profits. The TBL posits that instead of one bottom line, there should be three: profit, people, and the planet.
Our way of measuring campaigns is to use Return on Ad Spend (ROAS) or Return on Investment (ROI) to measure the financial bottom line, the HACT Social Value Bank for measuring the social bottom line and GHG Emissions offset for the environmental bottom line.
- FOR marketing
- For CSR
- FOR PR
Marketing teams are always in a small conflict between creative possibilities, how ethical a strategy is and of course how much revenue the activity will bring.
Communications professionals want to create something that will leave a legacy. They want to create their own masterpiece and feel excited to share it with the world.
Time and time again we see that good intentions only go so far though and ultimately it's how many sales opportunities that matters most.
Conscious Creatives believes that you don't have to sacrifice sales opportunities to create amazing work and give it a purpose. Our campaigns average over 3000% ROAS across multiple channels and over a 12 month period for sustainable and predictable growth.
Our mission-focused approach has also proven to increase the likelihood of customers coming back by up to 200%.
Corporate Social Responsibility programs are often seen as a necessary and inconvenient task rather than the opportunity that they are. We've spoken to several CSR professionals and consistently we see 2 major problems:
1. Lack of funding and interest from the board
2. Lack of collaboration opportunities within the organisation
We have just one remaining decade to stop irreversible damage to our planet and the runaway train that is inequality in society. Your organisation has to stop looking at CSR as a problem and see it as a solution.
75% of employees say their job is more fulfilling if they are provided opportunities to make an impact and companies with engaged staff outperform their competitors by 143% on earnings per share.
Taking the time and spending the required resources to build a world class CSR Campaign will return to your financial bottom line and we can prove it.
Public Relations has always been about connecting your brand with the public and whether you are a Business To Consumer (B2C) brand or a Business To Business (B2B) brand you know the importance of having a good reputation in society.
The consumer is changing now and as younger generations start to have more buying power, brands are required to do more than just small gestures. Brands are required to overhaul their entire operation to meet these new requirements.
The latest Consumer Report shows that there are big shifts towards ethical food and drift, including plant-based and Fairtrade. Green energy has has a similar increase in use. One of the biggest increases comes in the Electric Vehicle market, which has risen to £4.9bn in the UK.
Our campaigns can hit all the necessary KPIs to make the investment worth while as you increase the trust and reputation of your brand.
Data shows that triple bottom line related issues are ~80% likely to impact a consumers decision to buy or not.
An example campaign
Increase sales, reduce stress and make women feel great
Our client, a market leader in Australia for a number of years but new competitors and a fast growing company meant a lack of cohesion in their marketing efforts, a never ending to do list and limited results from their advertising spend.
Their target market of women over 45 have a difficult time receiving advertising messages because they are frankly insulting. Representation is a key principle of communication and we wanted to make sure that our client is truly reflected their customer in their marketing. We got really organised and gave their marketing plan a direction using video testimonials as a key campaign strategy
Through our Facebook Ads campaign we were able to drive +$100,000 per month YOY through over 1100 unique new customers per month. The CEO has also said that the relief he has in being able to understand his complex business in this new way has helped him become more creative and passionate.
Renewing hope for our children with electric innovation
Conscious Creatives will partner with a national 100% renewable energy company and Falmouth School, where we are currently volunteering.
Falmouth School GCSE classes are currently designing products that are based on 100% renewable electric, using small turbines and solar panels. By creating a competition for this class to support building the winning idea and introducing them to business leaders and executives we can inspire them to believe they have the power to change the world.
Would you like more information on Impact Campaigns?