What makes a successful campaign?
At Flag, we translate sustainability ambitions and performance into powerful visuals, compelling narratives and attention-grabbing campaigns that help businesses be better. So edie’s Sustainability Communications 2018 Conference, which attracted international sustainability, communications and corporate affairs professionals from a wide range of industry sectors, was the perfect forum for us.
Our managing director, Victoria Taylor, opened the session by highlighting the common elements of successful creative campaigns and the communication plans behind them.
An ice-breaking task to identify real-life examples, from Always’ #LikeAGirl to Tarana Burke’s #MeToo, gave our audience insight and food for thought as they started to consider what elements might be used to craft impactful, memorable campaigns.
Getting the right mix
We then came to the workshop’s main activity: the ‘Team Challenge’. In this, conference attendees worked in groups to create a campaign using the right mix of ingredients for success.
The results were impressive, with a great selection of ideas from across a range of industry sectors including: #Sorry, an auto-manufacturer’s response to the vehicle emissions scandal endorsed by Justin Bieber; and a #SoleForLife label for trainers made from recycled ocean plastic.
Sharing the tricks of the trade
Our workshop also shared some other top tips on:
- the route from creativity to measurement
- catering to different groups and multi-device users
- measuring media impressions
- pursing earned media
- the benefits and pitfalls of spokespeople and partnerships.
About the edie Sustainability Communications Conference
edie’s Sustainability Communications Conference gives sustainability, communications and corporate affairs professionals the opportunity to discuss and explore new and best-practice approaches to communicating about their sustainability initiatives, achievements and challenges. It attracts attendees from across the UK and overseas, and speakers from a wide range of industry sectors. The 2018 conference was held in London on 9 May 2018.