B2B Awareness Media Campaign Produces Impressive Results

An industry leading global food corporation faced negative sentiment from the public and their B2B customers regarding its production in the cocoa industry. To combat this, they set their sights on executing a proactive awareness-driven media campaign to highlight the work they were doing to improve the sustainable cocoa supply chain.

The Challenge

Increasing awareness of this client’s positive impact on cocoa farming communities

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. 

The solution

Our awareness-driven media campaign highlighted the corporation’s work in affected communities.

Complementing other earned and owned media efforts in-market, the objectives of the awareness-driven media campaign were twofold:

  1. Increase awareness of the corporation’s sustainability efforts
  2. 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
The results

During the first three months of the campaign, our results surpassed industry standards.

  • 1.3%
    The campaign averaged a 1.3% click-through rate across both Facebook and Linkedin, exceeding industry benchmarks by 74%.
  • 235,000
    The campaign resulted in over 235,000 clicks to the campaign landing page.
  • 60%
    Audiences on both Facebook and LinkedIn achieved over 60% in reach, beating industry benchmarks.
  • 3,800
    Once on-site, audiences generated over 3,800 video views that highlighted stories from cocoa communities.

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