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Global Cool is an innovative green lifestyle charity the creates innovative campaigns around home energy use, public transport, flight-free holidays and recycling.This document outlines the impact of our campaigns to combat climate change.
Citation preview
© Global Cool Foundation 2010
Impact headlines: Reach
Awareness
Doubled since January 2009
Four
campaigns
CoverageBroadcast, online, print including
Typical press value
ROI = typically 30:1
Opportunities to see*: More than 395 million
£900k
Festival ‘ads’ seen by 500k
people
Tube ‘ads’ seen by 2 million
people
Campaign videos seen over
400,000 times
*Opportunities to see = The number of times a message is seen. This is a standard measure of press reach, and includes coverage in print, broadcast and online.
For example, if a message is in one newspaper read by 20m people, and another read by 30m people, the combined ‘opportunities to see’ is 50m.
1
© Global Cool Foundation 2010
Impact headlines: Conversion
Campaign Example changes in behaviour Example changes in attitude
Home
Energy
Use
People who turn their heating down to
save carbon:
Up from 16% to 28%
Willingness to wear fashionable winter
knitwear at home:
Up from 55% to 81%
Flight-free Holidays
People planning to travel to their next
short break destination by train:
Up from 17% to 24%
Perception of
train travel as
‘fun’:
Up from 20%
to 36%
Public Transport
People swapping the car for public
transport:
Up from 13% to 18%
Perception that ‘interesting things can
happen on public transport’:
Up from 17% to 28%
2
© Global Cool Foundation 2010
Introduction
Global Cool takes measuring and understanding the impact of our campaigns very seriously, not least so that we learn with maximum speed how to be most effective
This document explains:
A. Briefly, what Global Cool does
B. The process we use for measuring our impact
C. The results we see and our learnings
D. The changes which Global Cool is making as a result of these findings
We welcome your feedback on this document: on the structure, content and findings. Contact [email protected]
We will publish data on our impact periodically (probably at least annually) on our website www.globalcoolfoundation.org
Defra has funded the evaluation of our work to assess the impact of this approach on encouraging environmentally sustainable behaviour. We are grateful for the support of Cultural Dynamics and Liz Scofield in gathering and analysing the data, and Rebecca Griffiths and Clare Newman in assembling this document.
There is a glossary at the end of this document.
3
© Global Cool Foundation 2010
“I’m really impressed that Global Cool is so serious
about measuring its results. This is really hard to do,
especially for campaigning charities. In NPC’s
experience, there is far too little focus across the
sector on understanding results.
And Global Cool’s results look great”
Tris Lumley, Head of Strategy
4
© Global Cool Foundation 2010
A. Global Cool’s Mission
• Global Cool aims to inspire and enable a mass audience to adopt low-carbon lifestyles
• We therefore ‘market’ green lifestyle choices, through consumer-facing campaigns
• Which lifestyle choices?
–Those where individuals can save most carbon: using less energy at home; alternative to driving; alternatives
to flights; and recycling
• Which audience?
–The trend-setters who can ‘normalise’ green lifestyles most rapidly. These ‘Outer Directed’ people (~30% UK
public) are rarely targeted by environmental groups (tend to be seen as the problem, rather than the
solution), and hence Global Cool’s campaigns look very different to conventional environmental / climate
comms.
5
© Global Cool Foundation 2010
A. We believe that the following factors are crucial to Global Cool’s success
• We don’t presuppose that people are interested in carbon, climate or the environment
• We ‘sell’ green behaviours and lifestyle choices highlighting the benefit to the individual e.g.
– trains and buses are places to meet people, catch up on texting friends or read a great book
– turning the heating down gives you better skin and saves you money
• We construct messages and choose messengers (e.g. celebrities) that are relevant to our clearly
defined target audience
• And we use the media channels that are most relevant too, such as social networks, glossy magazines
and lifestyle blogs
• The experience of the Global Cool team is a perfect match for our audience and strategy e.g.
– writing for The Sun newspaper
– managing PR for major brands
– managing bands
– running social networks
– producing films and managing celebrities
– marketing mainstream commercial consumer products
6
© Global Cool Foundation 2010
B. The process we use to measure our impact:Underlying ‘theory’
Campaigns aim to change behaviour. So we measure changes in action.
However, we know that people go through various attitudinal stages before they adopt a new behaviour, and
that moving them on that journey is valuable. Marketers sometimes talk of stages of ‘Awareness’, ‘Interest’
and ‘Desire’ before ‘Action’ (AIDA) or ‘Cognition’, ‘Affect’ and ‘Behaviour’ (CAB) . Adapting this language,
Global Cool therefore also measures:
• Reach: the number of people who have been exposed to the campaign
• Engagement: people’s engagement both with the campaign itself and the behaviour which a
campaign promotes
Therefore, for each Global Cool campaign, we track:
Reach Engagement Action
7
© Global Cool Foundation 2010
B. How we measure impactWe use five processes
Reach Engagement Action
1. Surveys of general public
before & after each campaign -
conducted by external company
Eg, awareness of GC, of
our campaign, of the
behaviour we’re promoting
Attitudes towards the behaviour which the
campaign promotes e.g. turning thermostat
down
Uptake of the action (self-
reported)
2. Surveys of GC subscribers
before & after each campaign*
Eg, how they heard about
GC
As above. Plus views of the campaign Uptake of the action (self-
reported)
3. Focus groups with our target
market (but not GC subscribers)
N/A Tests relevance & power of GC’s campaign
materials e.g. videos
Tests language GC uses, and attitudes to
behaviours on which we campaign, and to
other NGOs, brands & campaigns
Explore remaining barriers to the
action
4. Focus groups with GC
subscribers
How they heard of GC As for non subscribers, plus reactions to
GC’s brand, comms they have received
(not statistically significant)
5. Numerical analysis e.g. GC’s
web traffic, PR value, 3rd party
research e.g. by DfT into travel
patterns
e.g. no. people who have
seen GC videos, reach
attained by online & offline
PR, no. people who’ve
seen our experiential
activity (where
appropriate)
e.g. dwell time on our website
No. retweeted
No. people posting comments on our blog
posts, or to our videos
Nature of those comments
No. of people engaged by experiential
activity
Growth in membership of GC’s groups
Changes in national behaviours
picked up by external studies,
especially within our target
audience
Take up of GC offers related to
campaign behaviour e.g. booking
train trips through globalcool.org
8
*Subscriber surveys started in Autumn 2009
© Global Cool Foundation 2010
Q1 Q2 Q3 Q4 Q1 Q2 Q3
B. Overview of campaigns and data collection timeline
1 & 2 Surveys*
(subscriber & non-
subscriber): before
and after each
campaign
3 & 4 Focus
Groups
(subscriber & non-
subscriber)
Numerical analysis
(on-going)
Recycling Public transportHome energy
use
Test effectiveness of
previous campaigns:
test ideas for future
campaigns
Traincations
2009 2010
*Subscriber surveys started just before the home energy campaign in Winter 2009
Public
transport
Test effectiveness of
previous campaigns:
test ideas for future
campaigns
Campaigns
Campaign in progress at time of writing
9
© Global Cool Foundation 2010
Warning: Global Cool campaigns are not the only events in the world!
eg, during Global Cool’s campaign promoting train-based holidays as an alternative to flying, the Eyjafjallajokull Volcano grounded all UK flights and
strikes by British Airways workers caused airport chaos.
Because these events coincide with our campaigns, it is impossible to disentangle the effects and attribute causality. (This, obviously, is
why scientific experiments only change one variable at a time.)
Even in less extreme cases, it can be hard / impossible to distinguish the impact of campaigns from that of other factors such as natural
disasters, the economic climate, seasonality.
Result:
Changing
attitudes and
behaviour
10
© Global Cool Foundation 2010
C. Results
Summary of key indicators over the past year
Recycling campaign (Jan – April 2009)
Transport campaign (June – Sept 2009)
Home energy use campaign (Nov 2009 – Feb 2010)
Flight-free holiday campaign (Mar – May 2010)
11
© Global Cool Foundation 2010
The number of people inspired to do something by Global Cool’s campaigns is consistently high
“Oh you made those videos? I loved
them! I thought I’ll try that. So I put on
a jumper
and turned down my heating. It had
never occurred to me to do that
before”
Person Global Cool’s Executive
Director met at a party the week after
our home energy campaign launched
Source: Global Cool surveys, independently conducted 12
People aware of Global Cool who can cite something
we’ve inspired them to do
© Global Cool Foundation 2010
Example great feedback about Global Cool
13
“Your organisation is fabulous!”
Tomato d’Epingles via Flickr
“Hey! Awesome website concept.
LOVE it. Of course you can use my
image. I am very excited to be part of
your site because it really does go
hand in hand with my artistic
concept.”
Paper Ballet via Flickr
“This is so cool”
Fantazya Fantazies via Flickr
© Global Cool Foundation 2010
0
10
20
30
January 2009 May 2010
Global Cool’s reach is extending dramatically
% of people aware of Global Cool
Four campaigns
Source: Global Cool surveys, independently conducted
0
10000
20000
30000
40000
Q1 (2009) Q2 (2010)
Nu
mb
er
of M
em
bers
Myspace
Bebo
Database
Members on Global Cool’s groups on social
networks and database
14
© Global Cool Foundation 2010
0
10
20
30
40
'February 2010 'June 2010
% of respondents
who are planning
to travel to their
next short break
destination by
train
% of respondents
who are thinking
about travelling to
their next short
break destination
by train
0
25
50
75
100
December 2009 March 2010
% of respondents
who would 'put on a
jumper if I felt cold at
home'
% of respondents
who would 'think
about turning heating
down to reduce
carbon footprint'% of respondents
who would 'put on a
jumper to save
money'
0
10
20
30
40
July 2009 December 2009
% non subscribers
saying they have
replaced most or
all car journeys
with public
transport
0
5
10
15
January 2009 July 2009
Recycling campaign: % of people aged 25-44 who
have been ‘Swishing’
Before After
Public transport campaign
Before After
Home energy campaign
Before After
Source: Global Cool surveys, independently conducted
Before After
Flight-free holidays campaign
Each of the four campaigns to date has produced changes in attitudes and behaviours
© Global Cool Foundation 2010
9
1816
30
0
10
20
30
40
50
January 2009 May 2010
Pe
rce
nta
ge
of
Re
spo
nd
en
ts % of respondents who
have at least heard of
GC
% of respondents aged
25-44 who have at
least heard of GC
Awareness of Global Cool has doubled since January 2009, and is particularly high in our target age group
Q. How well do you know Global Cool?
Source: Global Cool surveys, independently conducted
Before
Campaigns
After Four
Campaigns
16
© Global Cool Foundation 2010
Q. How did you first hear about Global Cool? (May 2010)
0 5 10 15 20 25
Search Engine
Social Network
Online Shop
Elsewhere on the Internet
TV
Paper/Magazines
Word of Mouth
Shop
Text
Festival
Gig
Mobile Network
Somewhere Else
Don't Know
Percentage of Respondents
Source: Global Cool surveys, independently conducted
The internet and PR are important comms channels for Global Cool as is word of mouth
PR
Internet
Other
17
© Global Cool Foundation 2010
Our membership has increased dramatically throughout 2009 and into 2010 – through our social network presence and newsletter database
0
10000
20000
30000
40000
Q1 (2009) Q2 (2009) Q3 (2009) Q4 (2009) Q1 (2010) Q2 (2010)
Nu
mb
er
of
Me
mb
ers
Myspace
Bebo
Database
10,000 signed up to
Global Cool during the Do
it in Public campaign at
UK music festivals
Facebook competition to
win ASOS vouchers
attracted new friends to
Global Cool’s page
18
Traincation
competition
attracted 15,000
entries
© Global Cool Foundation 2010
40
80
48 41 41 4130
0
20
40
60
80
100
UK P
opulatio
n
GC
Act o
n CO
2
WW
F
Gre
enpeaceN
ational T
rust
Frie
nds
of the E
arth
Global Cool is more effective at reaching our target Outer Directed people than other environmental campaigns
Percentage of respondents aware of each organisation who are Outer Directed
Source: Global Cool surveys, independently conducted 19
© Global Cool Foundation 2010
Feedback from focus groups
“Carry on not being preachy, and carry on being fun!!!”
“Yeah, I like your friendly approach”
“I feel the site is becoming more 'young' and approachable. I read the newsletter emailed to me and enter
competitions”
“The blog is readable and the photos show that it’s fun and active rather than just preaching, it’s an
organisation out there doing something”
“Cool video, great ideas to save money and the planet. I love that sort of thing to save money, mixing and
matching and even borrowing or stealing your dads old tie to keep your wardrobe up to date and save
the planet at the same time”
Source: focus groups independently conducted for Global Cool 20
© Global Cool Foundation 2010
Feedback we’re learning from
21
“Well you don’t know whether it’s just commercial, somebody’s just trying to make money out of it, so I would just dismiss it... but I think if it were a charity you might think they must be doing something, let’s have a look and see what it is they’re actually doing, what difference do they think they’re making? I mean I know they’re
about saving the environment but I’m not sure that’s absolutely clear on the website” (25-34 Edinburgh)
“They are trying to be cool and appeal to young people like us and then they’ve got a quote from the Secretary
of State and Energy and Climate Change! Do I really want to know what Ed Miliband says?!” (18-24 Edinburgh)
“They need to get the balance, if it is meant to be eco then say that, but then give us stories to back it up. Or if
it’s trying to be a magazine, be a magazine and then give us little bits”* (18-24 Edinburgh)
“What they’re doing seems to be based around certain themes, like music and gigs, or fashion, or whatever, so
why aren’t they the categories on the website, so you can go straight to what you’re interested in?”* (18-24
London)
*since these focus groups, Global Cool’s website has in fact been re-designed and is now much more like a magazine with precisely these kinds of
categories.
© Global Cool Foundation 2010
C. Results
Summary of key indicators over the past year
Recycling campaign (Jan – April 2009)
Transport campaign (June – Sept 2009)
Home energy use campaign (Nov 2009 – Feb 2010)
Flight-free holiday campaign (Mar – May 2010)
22
© Global Cool Foundation 2010
Recycling campaign - Spring 2009
Objectives:
Encouraged people to recycle clothing by swishing (=holding /attending clothes recycling parties), and to recycle phone handsets through Global Cool and Vodafone
Activities:
Making it cool:
• Partnership with Estethica at London Fashion Week
• Online and offline PR around swishing event and after-show party
Making it easy:
• Phone recycling partnership with Vodafone – encouraged audience to recycle handsets on behalf of the charity
• On-line advice on swishing
23
© Global Cool Foundation 2010
Results: Recycling campaign (Q1 2009): Reach
• Campaign activities were reported in 57 pieces of coverage (January to April):
– Covered national and regional print and broadcast
– National, international and regional on-line sources
– Specific green and lifestyle online channels
– Included Metro, OK! Magazine, celebrity pages, fashion
• Total Reach 56 million viewers / readers
• Total PR Value £256, 869
• Web traffic to Global Cool site increased by 500% from an initially low base
24
© Global Cool Foundation 2010
• More than 4470 friends, followers and group members across five different social media platforms
and communities including Digg, Facebook, Twitter, Myspace and Youtube
• Amuso competition on Bebo had 10,000 viewers, 1,000 fans and approx 100 entries. Global Cool had
approximately 200 entries from around 30 countries
• Partnered with six popular video bloggers with a total subscriber number of more than 20,900
• Video has been viewed more than 14,400 times across six channels with 837 five star ratings
Results: Recycling campaign (Q1 2009): Engagement
25
© Global Cool Foundation 2010
Results: Recycling campaign: Engagement – through social media
26
© Global Cool Foundation 2010
Results: Recycling campaign: Action
Q. Have you been “swishing?”
Source: Omnibus surveys conducted independently for Global Cool
This campaign dramatically increased both its target behaviours:
• Tripled Vodafone’s phone recycling
• Increased ‘swishing’ behaviour
Handset Recycling
Dec-08 'Jan-09
% respondents aged 25-44 who responded yes
0
5
10
15
Jan-09 'July-09
Pe
rce
nta
ge
of
Re
spo
nd
en
ts
Handset recycling figures are confidential
27
© Global Cool Foundation 2010
C. Results
Summary of key indicators over the past year
Recycling campaign (Jan – April 2009)
Transport campaign (June – Sept 2009)
Home energy use campaign (Nov 2009 – Feb 2010)
Flight-free holidays campaign (Mar – May 2010)
28
© Global Cool Foundation 2010
Objectives:
Repositioned public transport as a fun and desirable alternative to car travel
Activities:
Making it cool:
• Focus on ‘journeys’: the quirky, unexpected and inspiring events on trains and buses
• Presence at major music festivals throughout summer
– Interviewed and filmed celebrities and bands about experiences on trains and buses
– Global Cool bus and giant games
– ‘Advert’ for trains on large stage-side video screens,
and tube platforms
• Insert with Vice magazine
Making it easy:
• Provided a Transport Direct door-to-door transport planner on the Global Cool website
Campaign: ‘Do It In Public’Public transport – Summer 2009
29
© Global Cool Foundation 2010
Results: Transport campaign: Reach
• Festivals
– Global Cool content ran at 6 UK Festivals in front of 475,000 people
– Estimated 30,000 people interacted directly with Global Cool’s festival activity
– Facebook reached 24,115 through friends’ recommendation
– 71,366 video views on YouTube
– Twitter total reach was 45,156
• Web traffic during the campaign period (Jun-Sept):
– Total visits: up 30% from Q1 & Q2
– Unique visitors: up 13% from Q1 & Q2
– Page views: up 16% from Q1 & Q2
– A total of 137 new inbound links to Globalcool.org created (excl. social media)
• Global Cool ‘advert’ shown on big screens at 75 tube stations and seen by over 2 million people – 67% of Tube users (22.5%
of total London ITV region)
• Vice Magazine ran a Global Cool insert (16 page A6 booklet) in July: total reach of 445,000
30
© Global Cool Foundation 2010
Results: Transport campaign: Engagement
• 9,582 sign-ups to Global Cool at festivals = £130K ROI on sign-ups*
• 219,420 trackable digital interactions (including video views, photo views, photo tagging, comments,
video/ image embedding, fan video/ photo uploads**)
• 204,012 video views across 7 channels
• Social Network activity: 63,859 views across channels with available data (Facebook, Myspace, Youtube),
1263 video comments, 758 video ratings, 6398 friends across 5 main channels
• Content distributed via Bluetooth:
– 30,283 bluetooth content downloads at festivals
– 17,525 content downloads – 5% of total festival goers
* Assuming that to achieve the same number of sign-ups via database purchase, a database of 1m @ approx £130k/’000 would need to be acquired, with an average 1% response rate; ** Excludes MySpace individual interactions – data not available
31
© Global Cool Foundation 2010
Results: Transport campaign: Reach – example coverage
32
© Global Cool Foundation 2010
Results: Transport campaign: Engagement – Interviews with bands at festivals engaged many people through bands’ websites and social media
Examples of comments made by fans on bands’ websites:
It’s an interview with environmental group Global Cool so them talking about being excited to ride busses, trains and public It’s an interview with environmental group Global Cool so them talking about being excited to ride busses, trains and public It’s an interview with environmental group Global Cool so them talking about being excited to ride busses, trains and public It’s an interview with environmental group Global Cool so them talking about being excited to ride busses, trains and public transportation versus planes is apparent. Expressing their flying phobia might be a round about way to encourage others to transportation versus planes is apparent. Expressing their flying phobia might be a round about way to encourage others to transportation versus planes is apparent. Expressing their flying phobia might be a round about way to encourage others to transportation versus planes is apparent. Expressing their flying phobia might be a round about way to encourage others to think about the environment instead of always using gas guzzling cars and airplanes, yes?think about the environment instead of always using gas guzzling cars and airplanes, yes?think about the environment instead of always using gas guzzling cars and airplanes, yes?think about the environment instead of always using gas guzzling cars and airplanes, yes?Posted by lord_byron on 2009Posted by lord_byron on 2009Posted by lord_byron on 2009Posted by lord_byron on 2009----08080808----27 22:10:43.27 22:10:43.27 22:10:43.27 22:10:43.
Hiya guys Ive joined Globalcool.org and I try 2 the best I can 2 save our planet I walk most places or get buses or trains, IHiya guys Ive joined Globalcool.org and I try 2 the best I can 2 save our planet I walk most places or get buses or trains, IHiya guys Ive joined Globalcool.org and I try 2 the best I can 2 save our planet I walk most places or get buses or trains, IHiya guys Ive joined Globalcool.org and I try 2 the best I can 2 save our planet I walk most places or get buses or trains, Igive my old mobiles 2 charity and old clothes so im trying 2 do my bit. Bye 4 now luv u Tim, Richy, Tom, Jesse xxxx enjoy give my old mobiles 2 charity and old clothes so im trying 2 do my bit. Bye 4 now luv u Tim, Richy, Tom, Jesse xxxx enjoy give my old mobiles 2 charity and old clothes so im trying 2 do my bit. Bye 4 now luv u Tim, Richy, Tom, Jesse xxxx enjoy give my old mobiles 2 charity and old clothes so im trying 2 do my bit. Bye 4 now luv u Tim, Richy, Tom, Jesse xxxx enjoy your break and safe journey for when u all go 2 America/Canadayour break and safe journey for when u all go 2 America/Canadayour break and safe journey for when u all go 2 America/Canadayour break and safe journey for when u all go 2 America/CanadaPosted by Babs2009 on 2009Posted by Babs2009 on 2009Posted by Babs2009 on 2009Posted by Babs2009 on 2009----09090909----06 22:12:2306 22:12:2306 22:12:2306 22:12:23
33
© Global Cool Foundation 2010
13
18
0
10
20
30
40
50
July 2009 Dec 2009
Perc
en
tage o
f R
esp
on
den
ts
% of public saying
they had replaced
most or all car
journeys with
public transport
Results: Transport campaign: Action
Before
Campaign
After
Campaign
17
28
21
39
0
10
20
30
40
50
July 2009 Nov 2009
Perc
en
tage o
f R
esp
on
den
ts
% of public aware
of GC agreeing that
'interesting things
can happen on
public transport'
% of public aware
of GC agreeing that
'you can meet new
people on public
transport'
After
Campaign
Before
Campaign
We saw improvement in action on using public transport – and around the attitudes which the
campaign addressed specifically
Source: Global Cool surveys, independently conducted 34
© Global Cool Foundation 2010
Results: Transport campaign: Action
However, perceptions of public transport – which the campaign did not address –
generally deteriorated
Before
Campaign
After
Campaign
Before
CampaignAfter
Campaign
Source: Global Cool surveys, independently conducted 35
19 20
36 38
4651
6063
0
20
40
60
80
100
July 2009 December 2009
Pe
rce
nta
ge
of
Re
spo
nd
en
ts
% who perceivepublic transportas confusing
% who perceivepublic transportas dirty
% who perceivepublic transportas usually late
% who perceivepublic transportas expensive
25
21
15
12
0
10
20
30
40
50
July 2009 December 2009
Pe
rce
nta
ge
of
Re
spo
nd
en
ts
% who perceive
public transport
as convenient
% who perceive
public transport
as relaxing
© Global Cool Foundation 2010
C. Results
Summary of key indicators over the past year
Recycling campaign (Jan – April 2009)
Transport campaign (June – Sept 2009)
Home energy use campaign (Nov 2009 – Feb 2010)
Flight-free holidays campaign (Mar – May 2010)
36
© Global Cool Foundation 2010
Campaign: ‘Turn up the Style: Turn down the Heat’Home energy use – Winter 2009
Objectives:
Promote dressing warmly at home in the winter, and going easy on the heating
Activities:
Making it cool:
• Set of films with celebrity models / stylists creating fabulous warm Winter fashionable looks
• Focus on how to burn calories – not money – by turning down the heating
• Partnership with ASOS, on-line fashion retailer,
• Content syndication across internet, eg, to Hello!, OK! FabSugar,
• On-line ‘hot or not’ voting for best user-generated looks
Making it easy:
• Advice on finding and using heating controls: many people don’t know what theirs look like or how to use them
Campaign artwork featuring (clockwise from top left): Jo
Wood, Stella Tennant, Leah Wood and VV Brown.
37
© Global Cool Foundation 2010
Results: Home energy use campaign: Reach
• Partnership
– Exposed to 216,400 ASOS fans on Facebook
• Digital distribution
– 47 million+, through press and on-line coverage
• Social media:
– On Facebook there were a total of 20,831 page views by 8,810 visitors
– Engagement ads which generated over 6 million impressions
– 4092 votes for competition entries
– Additional “recommendation” reach of 65,557*
– On Twitter, retweets reached 3,685 people
• Global Cool website
– 10,036 Visits
– 6,839 Absolute unique visitors
– 24,509 Page views
– 2.44 Average page views per visitor
• Content syndication across 30 sites including OK!, The Independent, Telegraph, Hello! Magazine,
Metro, Fab Sugar and Shiny Style as well as other media partners and aggregator sites (e.g. YouTube,
MySpace etc).
*Based on an average of 301 friends and a 5% news feed average
38
© Global Cool Foundation 2010
Results: Home energy use campaign: Reach – example online coverage
39
© Global Cool Foundation 2010
Results: Home energy use campaign: Engagement
• Digital Interaction
– 35,442 video views plus further 1,471 views on Global Cool aggregator sites (YouTube, MySpace, Vimeo etc).
• Social Media - Facebook
– 9,228 views per film
– Conversion rate of 35% of those who clicked-through; i.e. of 8,963 click-throughs 3,137 became fans – a high conversion rate.
– 4,092 people voted in the competition.
– A total of 4,068 new fans on the Facebook page throughout the campaign – a 484% increase.
– 88% of fans were female, and 88% were in the 18-34 age group
• Global Cool Website
– 65% new visits
– 20,099 unique views
40
© Global Cool Foundation 2010
Results: Home energy campaign: Engagement – through social media
41
© Global Cool Foundation 2010
Results: Home energy use campaign: Action
Q. Which of these has Global Cool inspired you to do?
Source: Global Cool surveys, independently conducted
12
18
39
29
0
10
20
30
40
50
December 2009 March 2010
Perc
en
tage o
f R
esp
on
den
ts
% of non
subscribers
(aware of GC) who
were inspired by
GC to wear warmer
clothes at home
% of subscribers
who were inspired
by GC to wear
warmer clothes at
home
Before
CampaignAfter
Campaign
42
© Global Cool Foundation 2010
Results: Home energy use campaign: Action
Q. Thinking about your heating at home, which of the following statements apply to
you?
16
2828
42
0
10
20
30
40
50
December 2009 non
subscribers aware of
GC
March 2010 non
subscribers aware of
GC
Perc
en
tage o
f R
esp
on
den
ts % of respondents
who say they turn
heating down to
reduce carbon
footprint
% of respondents
who say they think
about turning
heating down to
reduce carbon
footprint
Before
Campaign
After
Campaign
43
© Global Cool Foundation 2010
Results: Home energy use campaign: Action
Q Thinking about your heating at home, which of the following statements apply to you?
Source: Global Cool surveys, independently conducted
26
38
55
48
0
10
20
30
40
50
60
70
80
90
100
December 2009 non
subscribers aware of
GC
March 2010 non
subscribers aware of
GC
Perc
en
tage o
f R
esp
on
den
ts
% of respondents
who say it is very
or fairly l ikely that
if they feel a bit
cold at home they
will put a jumper
on
% of respondents
who say that they
already wear
warm clothes at
home to reduce
their carbon
footprint
Before
Campaign
After
Campaign
44
© Global Cool Foundation 2010
Results: Home energy use campaign: Action
Q How much do you agree or disagree with each of the following statements about wearing warm clothes at
home?
46
5555
81
0
10
20
30
40
50
60
70
80
90
100
December 2009 non
subscribers aware of
GC
March 2010 non
subscribers aware of
GC
Perc
en
tage o
f R
esp
on
den
ts
% of respondents
who agree that
warm winter
clothes can be
stylish
% of respondents
who would
consider putting
on a jumper at
home to save
money
Source: Global Cool surveys, independently conducted
Before
Campaign
After
Campaign
45
© Global Cool Foundation 2010
Results: Home energy use campaign: Action
Feedback from Focus Groups :
“Like the blog, I think the stories are relevant to me and what’s happening in the world.
They make you think”
“18 Degrees of Inspiration is brill”
“Makes green sound fun, rather than killjoy”
“It's very cool and young”
“I like the website - easy to use - great celeb links to get the young ones on your side”
Reactions to a campaign video they were showed:
“Love this one, its so good it was due to this I researched apples coming in to this country, the heating tips are fab”
“It does make people think about saving money and being sensible in the home”
“I liked the bit about burning up calories, and skin being better - that would make a few people sit up!”
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© Global Cool Foundation 2010
C. Results
Summary of key indicators over the past year
Recycling campaign (Jan – April 2009)
Transport campaign (June – Sept 2009)
Home energy use campaign (Nov 2009 – Feb 2010)
Flight-free holidays campaign (Mar – May 2010)
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© Global Cool Foundation 2010
Campaign: ‘Join the 100mph club: Take a Traincation’ Flight-free holidays – Spring 2010
Objectives:
Encourage and enable our audience to consider flight-free options when designing and booking their holidays
Activities:
Making it cool:
• Online films of celebrities taking flight-free holidays to exciting destinations across Europe
• PR – positioning train journeys as part of the holiday: fun and viable alternative to flights
Making it easy:
• Flight-free holiday information service
• Booking facility on the Global Cool website
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© Global Cool Foundation 2010
Research: Flight-free holidays campaign: Reach
• 151 pieces of coverage including:
– The Sun
– News of the World
– The Independent
– Hello!
– Company
– Now Magazine
• Over 132 million opportunities to see (print, broadcast and online)
• PR value of £916,713
• ROI 31:1
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© Global Cool Foundation 2010
Results: Flight free holidays campaign: Reach – Print coverage
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© Global Cool Foundation 2010
Results: Flight-free holiday campaign: Engagement
• Digital Interaction
– 7000 video views on YouTube
• Social Media
– Facebook page generated 332 click throughs to the Global Cool website
– 389 tweets during campaign
– 150 new followers on Twitter
• Global Cool Website
– Over 13,096 visits to the website
– 35,409 page views during the campaign period
– Over 15,000 people entered a competition to win books chosen and signed by Mr Hudson, one of our ‘traincation’ celebrities
– 190 comments helped us build a traincation music play list
51
© Global Cool Foundation 2010
Results: Transport campaign: Engagement – through social media
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© Global Cool Foundation 2010
Results: Flight-free holidays campaign: Action
Positive attitudes towards flight-free travel have improved markedly
17
2424
29
0
10
20
30
40
50
February 2010 June 2010
Perc
en
tage o
f R
esp
on
den
ts
% of respondents
who are planning
to travel to their
next short break
destination by
train
% of respondents
who are thinking
about travell ing to
their next short
break destination
by train
Before
Campaign
After
Campaign
53
© Global Cool Foundation 2010
Results: Flight-free holidays campaign: Action
Positive attitudes towards flight-free travel have improved markedly
10
1514
1920
2525
29
0
10
20
30
40
50
February 2010 June 2010
Perc
en
tage o
f R
esp
on
den
ts
% of respondents
who perceive train
travel* as
'exciting'
% of respondents
who perceive train
travel as 'fun'
% of respondents
who perceive train
travel as 'easy'
% of repsondents
who perceive train
travel as
'comfortable'
Before
Campaign
After
Campaign
54
*‘train travel’ here was specifically in relation to travel to a holiday destination
© Global Cool Foundation 2010
Results: Flight-free holidays campaign: Action
Positive attitudes towards train travel have improved markedly particularly
amongst people aware of Global Cool
20
36
24
38
0
10
20
30
40
50
February 2010 June 2010
Perc
en
tage o
f R
esp
on
den
ts
% of respondents
aware of GC who
perceive train
travel as 'fun'
% of respondents
aware of GC who
perceive train
travel as 'easy'
Before
Campaign
After
Campaign
55
*‘train travel’ here was specifically in relation to travel to a holiday destination
© Global Cool Foundation 2010
Results: Flight-free holidays campaign: Action
Negative attitudes towards train-based travel* declined during the campaign
26
19
23
16
7
3
0
10
20
30
40
50
February 2010 June 2010
Perc
en
tage o
f R
esp
on
den
ts
% of respondents
who perceive train
travel as 'slow'
% of respondents
who perceive train
travel as
'complicated'
% of respondents
who would never
consider using the
train for their next
holiday
Before
Campaign
After
Campaign
56
*‘train travel’ here was specifically in relation to travel to a holiday destination
© Global Cool Foundation 2010
D. Conclusions and actions arising
We have learned that:
– Global Cool’s approach is effective: specifically of ‘selling’ green behaviours to people based on what they are interested in, rather
than what we are interested in – so going out, having a good time, being social, having adventures, rather than (necessarily) the
environment
• That it is possible and important to construct messages and choose messengers (e.g. celebrities) that are relevant to our clearly defined
target audience
• That this approach works across a range of green behaviours
• That our approach is very effective at engaging our target ‘Outer Directed’ people – more so than other charities’ and it works better for
Outer Directed people than for the general public
– That it is important to use media channels that are relevant to this audience, such as social networks, glossy magazines and lifestyle
blogs
• The internet is a key method for us to recruit and communicate
• Mainstream media channels are keen to use our material
• Engaging journalists through PR activities alongside syndicating content online gets a much higher pick-up
As a result, we are:
• Continuing to run innovative campaigns which focus laser-like on our target market (Outer Directed people). We know that this makes
our campaigns look very different to other environmental campaigns and is crucial in order to reach our audience
• Including multiple elements in our campaigns, eg, experiential, PR, online syndication and social media
• Improving our website and volume of traffic to the website, depth of online content and outreach through other websites
• Endeavouring to rule out some of the ‘noise’ eg, by comparing data from June in one year to data from June in another year
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© Global Cool Foundation 2010
Glossary
Aggregator sites A website that collects together a specific type of information from multiple online sources
Click through The percentage of individuals viewing a web page who click on a specific ad/link appearing on a page
Engagement People’s engagement both with the campaign itself and the behaviour which a campaign promotes
GC Global Cool
Impressions An impression of a web page is counted each time a web page is visited by a user
Opportunities to see This is a calculation of the number of times a message is likely to be seen by people. It uses figures of
circulation (print), audience (broadcast) and unique users (online)
Outer Directed A segment of the UK population that sets trends and norms and thus have the potential to influence others.
Outer directed people are interested in the esteem of others, visible symbols of success, brands, looking cool
and having fun
PR value Unpaid-for editorial is thought to be of higher value than paid-for advertising because the reader sees the
brand/product as being endorsed by the publication in which it appears. The PR industry considers PR value to
be approximately three times greater than that achieved by advertising, therefore PR value is advertising
value multiplied by three
Reach The number of people who are likely to have seen the campaign and awareness of the campaign
ROI Return on investment. In PR, the ROI is the ratio of the PR value secured to the cost of securing it
Subscribers People signed up to Global Cool
Swishing Clothes-swapping parties
Traincation Train-based holidays (as alternative to flying)
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