Congratulations to The Economist Group who are the winners of Best Creative Solutions Led / Content Marketing Campaign 2018
Your ’Elevator Pitch’
The Food Sustainability Index, created in partnership with Barilla Center for Food & Nutrition, leverages the credibility of the Economist Intelligence Unit to position the Barilla Foundation as an authoritative voice on issues of food sustainability and nutrition. The index is both a piece of content marketing and a genuine tool which lives beyond the campaign to help improve our world. The partnership was crucial to the success of this campaign and we are proud to present this index which champions quality marketing with real world impact.
Set The Scene
Think tank Barilla Center for Food & Nutrition Foundation wanted to spur a dialogue and encourage further debate around the challenges affecting the global food system: the coexistence of hunger and obesity, the overexploitation of natural resources and food waste.
Partnering with the Economist Intelligence Unit (EIU), The Economist Group’s research arm, they challenged us to design a multi-channel communication programme that would leverage the credibility of the EIU to further highlight Barilla as a leading, authoritative voice on issues of food sustainability, and prompt the engagement of civil society, policy makers and businesses on the food challenges facing the world.
Tell Us The Story
We proposed the Food Sustainability Index (FSI), a robust and thought-provoking research programme on the theme of food and sustainability.
The FSI measures the sustainability of food systems in 34 countries around three key issues raised in the UN Sustainable Development Goals: food loss and waste, sustainable agriculture and nutrition. The index looks at policies and outcomes around sustainable food systems and diets through a series of key performance indicators that consider environmental, social and economic sustainability.
In order to maximise the impact of this tool, it is accompanied by a white paper to highlight the stories behind the numbers. Infographics also summarise the global index results and highlight key findings around climate change and the nutrition transition. The paper acted as the central asset for the programme and offered a platform for dialogue with BCFN’s institutional target audience, as well as valuable content for BCFN to use across their own events, communication channels and among media contacts.
To support the programme we delivered a powerful communications campaign across traditional press, social media and events , in order to raise awareness and engage opinion leaders and the general public - as set out in our objectives.
This multi-channel communications effort leveraged the credibility of The Economist and EIU brand to build a global audience and inform the public on the most interesting and up to date themes relating to food sustainability. We also engaged global influencers in the field to write about the index and further spread the programme across their communities.
The FSI attracted high levels of organic social engagement, a particularly big feat considering changes to Facebook’s algorithm. Organic social media reach is now over 3 million, 166% higher than global index launched October 2017
Aggregated results of the press campaign shows an AVE of £518,771, and an increase of 153% YOY from the 2016/2017 Food Sustainability Index
The press campaign attracted global coverage in publications such as The Guardian, Reuters, HuffPost, Voice of America, Japan Times, New Delhi Times, and The Australian
The total reach of the press campaign was 431 million, and gained over 459 mentions, spurring public debate.
Site traffic and performance was extremely strong, with 16,308 visits within the first 8 weeks of the campaign.
Content engagement is also very strong, with the average time spent on site at 2m:58s, 197% above The Economist benchmark.
Best Creative Solutions Led / Content Marketing Campaign 2018 sponspored by Nativo