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Good-Loop – Purpose drives performance and purchase

An animated video showing some real-world examples of where Good-Loop clients have harnessed their purpose, to drive business results.
Birds Eye is an iconic and deeply purposeful brand on a mission to deliver food that’s good for our families and good for our planet. In fact, their recent eat-in full-color campaign had the ironically meaty ambition of doubling the amount of vegetables on British dinner plates. Good-Loop partnered with Birds Eye to promote their SteamFresh range. Meanwhile, each video view unlocked a donation to Veg Power, a charity working with schools and communities to get more veg onto kids’ plates around the country. The campaign exceeded expectations with a 75% completed view rate whilst raising 50,000 pounds for Veg Power. We also found that 77% of respondents said that the campaign made them feel more positive towards Birds Eye.
Amongst their regular purchases, we saw a 17% uplift in perception of Birds Eye as a healthy brand. By doing good, we also meaningfully shifted brand perception and built brand love. Global clothing retailer, H&M, came to Good-Loop looking to bake sustainability into the brand purpose as they promoted their conscious collection. Initially, the brand supported multiple sustainability charities, but it became apparent that WWF was the cause most resonating with their target audience. We designed a player which funded WWF whilst empowering the user to choose which conservation project they would like to support. The campaign delivered impressive engagement rates with 72% of viewers who unlocked the donation them watching the video in full.
We also raised 4,805 pounds for school and youth programs, 5,005 pounds to Antarctic research projects, and 5,190 pounds for the Amazon Fire Appeal. Through these three projects, H&M supported WWF’s vital work fighting for a world where people and nature can thrive. For Kimberly Clark, brand purpose is a central pillar of their differentiation strategy. They partnered with Good-Loop to help increase awareness of the wet wipes sustainability pledge whilst raising awareness of the Pull-Ups product. By watching the wet wipes advert, consumers raised enough to fund three Make-A-Wish moments, 246 nights of accommodation at Great Ormond Street Hospital, and over 150,000 research test tubes for tummies to support premature babies.
This campaign also delivered significant business results with a 45% uplift in purchase intent and a significant drop in competitor consideration. Yet more evidence that when you engage with consumers about the issues that matter most to them, you build loyalty and win against competitors. [music]

You’ve heard how Ben & Jerry’s have built purpose into their brand. Now discover how other brands have done the same through their video advertising, partnering with Good-Loop to support relevant causes and charities.

Good-Loop works with a whole range of different global brands, but the one thing that unites all our customers is that they want their brands to matter. They want to build a brand that stands for something important, a brand that has a positive impact on consumers’ lives and a brand that makes the world a better place.

But they are also businesses – businesses that are accountable to their shareholders. Ultimately they need to make money. So when working with Good-Loop our clients are always looking for the ‘win win’ sweet spot where they can drive business results whilst doing some good along the way.

Whether their objective is brand awareness, purchase intent or consumer engagement – we work closely with them to deliver both Purpose AND performance, at scale. So in this video, we’ve shared a couple of examples where social impact has also created exciting commercial opportunity.

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Social Impact in Business: How to Build a Brand that Matters

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