MAGnet #37 11/02/22

Magnet #37

Welcome to this week’s magnet- we’re talking about a good round up of campaigns, and data put into perspective using an example  one of our clients.

Enjoy.

Campaigns: Gift the Ocean

 Beer brand Corona has launched an environmentally-minded gift scheme in time for Valentine’s,  after research showed that  62% of UK consumers have thrown away an unwanted gift they’ve got  on a special occasion.

Here with a solution, Corona, which is brewed with 100% natural ingredients, teamed up with coral restoration company Coral Vita to launch its ‘Gift the Ocean’ campaign.

This initiative provides a gifting platform that offers 100% natural gifts in the shape of a piece of climate resistant coral, raising funds to restore coral reefs, 90% of  which are presently  predicted to be dead by 2050.

Then, each buyer of a coral fragment will receive a digital adoption certificate, which can be shared via social media channels. These  small fragments  will grow into a coral ready to be planted in the ocean.

“As the first global beverage brand with a net zero plastic footprint, Corona is committed to making a positive impact on the natural world,” said Corona

Data:  Springboard

Whilst during 2021 there remained a significant gap in footfall from 2019, Springboard saw that activity has strengthened from 2020 by +54.1% in high streets, +53% in shopping centres and by +28.7% in retail parks.  They noted that  there were higher sales than in 2019, or sales that at least stayed largely on a level with 2019.

If we take our client Liverpool ONE, we can see that although there was a decrease of - 15% in footfall vs 2019,  there was an 11.5% increase in revenue, which means there are better quality spenders and people who are  spending  across different segments- fitting in with Springboard’s findings.

Campaigns for good:

.Youth and social publisher LadBible has premiered a campaign on Europe’s second  largest digital billboard,in Manchester  to coincide with Sexual Abuse & Sexual Violence Awareness Week from February 7-13.

Conceived and executed by LadBible Group’s in-house design team, the campaign is titled ‘She is Someone'  and is accompanied by the wider tagline ‘Daughter, Sister, Mother, Wife, Girlfriend, Friend’- which have been crossed out.

This digital  activation amplifies the publisher’s previous social posts, which reached over 2.3 million people globally, and supports efforts to raise awareness of sexual violence towards women.