CREATING BEHAVIOUR CHANGE: DRIVING THE SUSTAINABILITY AGENDA AT CHRISTMAS
As part of our broader partnership with MSC to educate Aussies and the industry on the future of sustainable seafood. Our key challenge for Christmas 2019 was to build recognition for the MSC blue fish tick and drive a consumer behaviour change within the cluttered festive retail market
A multipronged strategy leveraging earned, owned and paid media to put the spotlight on a quintessential Aussie favourite – prawns – ahead of Christmas.
Using consumer journey mapping and focussing on delivering a clear CTA, the digital-first approach featured visually arresting creative across all touchpoints, with the MSC label at the heart.
The campaign was supported by a comprehensive media and influencer strategy, backed by compelling third party research to ignite media and consumer conversations and action.
Reaching a potential audience of 40M and smashing coverage KPIs by 442%, the campaign delivered stand-out results including national broadcast opportunities for the not-for-profit. The organisation’s first ever micro-influencer campaign added depth and reach to the campaign, while relationships with key stakeholders including major retailers like Coles were fostered throughout.
Showcased globally as best practice, we now continue to focus on educating and encouraging the nation to shop sustainably and ensure there is amazing seafood still available for generations to come.
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