Академический Документы
Профессиональный Документы
Культура Документы
BRAND REPORT
2015
E
T
A
C
I
N
U
M
M
O
C
S
D
N
A
R
B
HOW 175 ITY USING FACEBOOK
SUSTAINABIL
Sustainly
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
sions. Its just when real people talk about them they
dont use the language of corporate sustainability.
How brands react to this increasingly well-informed and
opinionated consumer will likely have a big impact on
their future reputation, credibility and sales. Thats why,
in our opinion, companies need to embrace sustainability at a brand level rather than making it a corporate
conversation.
So, in this second annual Big Brand Report, we pick up
from last years research and take a fresh look at the
disconnect between what 15 major consumer goods
companies say about sustainability from a corporate
point of view and how they talk to consumers through
175 of their biggest brands.
The lens weve chosen to look at the brand/consumer
conversation through is Facebook arguably the biggest global platform for brands to reach consumers.
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
PEPSICO
PROCTER & GAMBLE
GENERAL MILLS
NESTL
MONDELEZ
MARS
COCA COLA
JOHNSON & JOHNSON
UNILEVER
MCDONALDS
ABF
DANONE
DIAGEO
KIMBERLY-CLARK
ABINBEV
Sustainly
BY THE NUMBERS
10 OF THE BEST
POTENTIAL AUDIENCE VS
ACTUAL SUSTAINABILITY REACH
66 USE FB
ABOUT
DON'T USE FB
USE FB
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Missing from the list of brands not afraid to talk sustainability on Facebook however is Coca-Cola. Back in
2014 it communicated issues like recycling and exercise
through Facebook. This year it has retreated into generic platitudes around Happiness missing an opportunity to tell 93 million fans about sustainability initiatives it
discusses on its website.
TOP 4 BRANDS
Of those 66 brands four have a major Facebook presence. McDonalds in the US hasnt been afraid to talk
about sustainable sourcing of beef to its 59 million
Facebook fans. Pepsis Liter of Light campaign this
year was communicated to 33.7 million Facebook fans.
Unilevers Dove has made raising young girls selfesteem a core brand proposition to its 24.5 million fans.
And Kit Kat talks about sustainable cocoa sourcing to
its 24 million fans.
MCDONALDS
DOVE
PEPSI
KIT KAT
*numbers in millions
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
SUSTAINABILITY TOPICS
LGBT PRIDE
DISASTER RELIEF
CHARITABLE CAUSES
PETS WELFARE
CLIMATE CHANGE
SAVING ENERGY
ORGANIC FOOD
HEALTHY EATING
EMBRACING ENVIRONMENT
SOCIAL IMPACT/COMMUNITY
RESPONSIBLE DRINKING
SUSTAINABLE SOURCING
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
10 OF THE BEST
Its a simple maxim that companies that are doing good
sustainability work have a good story to tell. Here weve
chosen 10 case studies showing brands that practice
what they preach and then communicate effectively through social media. These case studies arent
specifically created for Facebook but each brand uses
elements of the larger campaign to communicate on
the social network.
Sustainly
1 DORITOS RAINBOWS
Multi-colored potato chips may not sound the most appealing
idea, but Doritos Rainbows proved so popular they sold out in a
week. The appeal probably wasnt the product itself, but more
the message, and the support each purchase provided.
Doritos unveiled its limited edition multi-colored chips, in its
popular Cool Ranch flavor, in support of the anti-homophobia
project, It Gets Better.
The brightly colored chips came in the colors of the Pride flag
(red, orange, green, blue and purple), and each sale for an
online payment of $10 or more - represented a donation to the
project which supports young members of the LGBT community
against bullying. The campaign raised $100,000 for It Gets Better.
The launch coincided with the brand's first sponsorship of Dallas
Pride, and gained a huge amount of discussion on social media.
Reaction was mainly positive, although Republican candidate
for the presidential nomination, Mike Huckabee, condemned
Doritos parent company Frito-Lay for the campaign, and urged
Christians to boycott its products.
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BECOME A MEMBER
OF SUSTAINLY
Becoming a member of Sustainly opens up a wealth of information that will help you with sustainability communication and
innovation. Our members have access to Sustainlys Intelligence
Engine database of over 1000 case studies as well as all our
Special Reports and Trend Briefings. All the information youll
need to communicate sustainability.
RESEARCH SMARTLY AND EFFICIENTLY
The Intelligence Engine is an interactive, smart database of more
than 1000 global case studies to provide you with marketing and
communication inspiration.
The Intelligence Engine guides you through the Issues, Risk,
Innovation and Storytelling of sustainability. Weve done the research that will help you and your clients communicate authentically
and creatively.
CREATE YOUR OWN PRESENTATIONS
When youve finished using the Intelligence Engine, export our
case studies in PDF or PPT to create your own presentations.
JOIN SUSTAINLY
BY THE NUMBERS
10 OF THE BEST
ABOUT
Sustainly
BY THE NUMBERS
10 OF THE BEST
ABOUT SUSTAINLY
FOLLOW US
Credits
Lead writer: Matthew Yeomans
Writer: Andrew Weltch
Analysis: Jowa Coffey
Graphic Design: Sonia Malpeso
ABOUT