EBOOK
6 ways to amplify your climate transparency campaign
You have taken the first, very important step and you now know your climate footprint. Perhaps we find you wondering How do I get the most out of the climate footprint label? Thankfully, you don’t have to reinvent the wheel.
Climate footprint champions have already gone big on their climate transparency campaigns and yielded an equally big impact. We have made an example of them in this ebook and we present 6 tactics your marketing department can employ to make the most out of your meaningful climate work.
An overview
1. Send out a press release on going climate-transparent
A press release is a top-of-mind channel to communicate to relevant media about your new, bold, and climate-transparent move. Ask yourselves: Are you the first to do this in any segment? For example, first in the country, first in B2B, first in your food category? Make sure to highlight why you are doing it and how you plan to work with your climate strategy beyond the label. Finally, you are backed by science so don’t hesitate to leverage that – what numbers can you provide? Have you already had any significant emissions reductions?
Our clients When In Rome and Meelunie have applied what makes their climate strategy unique in an exemplary way in these press releases.
Download the pdf and start your climate campaign!
2. Create a landing page on your website
This page is meant to host more detailed information about your climate approach and strategy. Here you can list your yearly reports, link to CarbonCloud’s technical reports and your ClimateHub product pages, and communicate your commitment in more length to the most invested audience base. A page on your website solidifies your pledge on transparency and climate work and shows that climate strategy is an integral part of your business and brand.
A landing page is a favorite among our client partners with outstanding examples from Oatly and Little Freddie Organic Baby Food.
3. Set up a banging awareness campaign
This is where you can get creative, think conceptually, and align your messaging in all your channels. Think of where climate footprints give you a competitive edge, what angle is unique to you, and which audience you are trying to capture. The most prominent examples come from Oatly’s “Show us your numbers” multi-channel campaign, which generated a lot of interest in consumers and challenged the entire food industry. Another example is the Knowvember campaign by TENZING and CarbonCloud, with the message ‘KNOW your footprint’ transcending a fully climate-transparent pop-up store and a Summit of peers – aimed at both consumers and the industry.
4. Engage the climate-conscious digital community
Social media is where your consumers are and where you can engage with them beyond the grocery store aisle. Climate change and the impact of their purchases is a hot topic and they demand more information from brands. TENZING provided concrete evidence of this with the following strategy: The brand started communicating about its path to climate transparency. This chain of posts increased their engagement on social media by 300%.
5. Make your community smarter
Surely, consumers are climate savvy but they also expect food brands to lead the way and walk them through. The reward? Deep loyalty. Benchmark your products against similar or competing categories and help consumers quantify their options. Debunk popular narratives that lean towards the greenwashing side. Give them the information that makes them go into their dinner tables smarter, into the grocery store more confident. This emotes invaluable growth in individuals and they attach this great feeling about themselves to your brand.
Don’t speak Danish? No problem, numbers are universal! In this campaign, Naturli is comparing the climate footprint of a beef bolognese with Hakket, its mince protein.
6. Substantiate your climate transparency
Solidifying your claims is the least of the communication legwork. All you need to do there is distribute the right information to the right stakeholders. Use the technical reports in any certification process or target commitment; Direct any media or consumer questions about your climate footprints and the science behind the calculations to your technical report.
The technical reports and product pages in ClimateHub are updated continuously to reflect data changes on multiple levels. Moreover, they are fully traceable, meaning they never become obsolete – they reflect your climate strategy in real-time. Does your advertising campaign require data verification? Are you amidst an ISO or B CORP certification process? Do you need to report progress on your climate targets? Do you need documentation of your climate footprints for any reason? The technical reports are generated at an ISO 14067 level of scrutiny.
The best thing about going climate transparent is that it gives you solid ground to amplify your communications. On top of that, it gives you great freedom to be creative and tailor the message to your brand and goals. Don’t let that slip away! And if you need any help, clarification, inspiration, feel free to reach out. Campaign conversations are on the list of our top favorites
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