B2B Awareness Media Campaign Produces Impressive Results
Case Study Snapshot
Client: B2B Global Food Corporation
Industry: B2B
The Challenge
A sustainable supply chain for a better future
In an effort to proactively address concerns regarding its role in the various global supply chains, this corporation publishes an annual sustainability report that gives stakeholders a summary of the respective industries, inclusive of important topics such as child labor and deforestation. The report also emphasizes how the global food corporation is working with the farming communities to address these topics.
Ahead of the release of the report, the global food corporation partnered with Collective Measures to proactively showcase the work the corporation was doing to improve the cocoa community. Proactivity was key because, given the complex nature and sensitive topics that are part of the food supply chain, this global food corporation can face negative sentiment from both the public and their own B2B customers, making getting ahead of any negative sentiment critical.
Strategy
Complementing other earned and owned media efforts in-market, the objectives of the awareness-driven media campaign were twofold:
- Increase awareness of the corporation’s sustainability efforts
- Drive engagement among target audiences — cocoa growers in Africa and B2B buyers globally — with this relevant content
Collective Measures took an audience-first approach to developing its awareness-driven media plan to ensure it would resonate with both global target audiences.
To drive qualified traffic and engagement, CM focused on:
- Investing in engagement-driving channels, such as Facebook & LinkedIn
- Ensuring relevant B2B audiences were reached across the globe by making purposeful targeting decisions, such as targeting:
- Priority B2B cocoa buyers in specific roles/job titles
- Key organizational or government partners such as Save the Children or the U.S. Department of Labor
