Using sustainability as a competitive advantage

Sustainably increasing brand and market value with sustainability

Brand value determines market value and sustainability pays off: We are turning this insight into a strategy - with our communication campaign for the Hessen MICE Net conference network.

A communication of behavioral change

Sustainability is becoming increasingly important in corporate brand communication. Since the draft legislation of the European Sustainability Reporting Dashboard (ESRS) came into force, it has also been mandatory for SMEs to report on their sustainability measures. We turn this obligation into an opportunity: by communicating a change in behavior.

Key facts

• Branding and creative concept for textual and visual storytelling
• Campaign mechanics with budget planning and KPI calculation
• Catalog of content formats that contribute to the campaign objectives
• Editorial plan including posting frequency
• Creatives as text, graphics and video

Our approach: a two-pronged content concept

Strategy and tips on sustainability: our communication campaign is based on these two pillars. Many people traveling to a place, working there, eating there, sleeping there: they all consume energy and resources. How sustainable can that be? With Hessen MICE Net: pretty sustainable. We want to firmly establish this message with our target group, professional event managers and event planners in companies. We bundle everything that contributes to this in our Content Hub. For example, we packaged this message in the video interview with Sven Schneider from the conference network:

Sustainable in all areas

The creative bracket that holds all our content together: You don't just meet here - you meet well. The "good" stands for sustainable energy and mobility, fair working conditions, equal rights and many other aspects that make a conference in Hesse a green meeting.

At the same time, we communicate that there are many occasions in life to act a little more sustainably. Because we live anyway. So why not do something for the world when doing the laundry, eating out or buying a jacket?

Our goal: To raise awareness that Hessen MICE Net is the partner for sustainable meetings. Our KPIs: Increase engagement and reach on the social media channels Instagram and LinkedIn.

The implementation: small "nudges" towards sustainable consumption

Based on the 17 Sustainable Development Goals (SDGs) of the United Nations, we are developing ways to show how: The conference network is working with employees, partners and service companies in various areas to promote sustainable meetings.

Our theoretical framework for this is the so-called nudge theory. Targeted nudges can subtly steer people towards better behavior, for example, as in our case, towards sustainable consumption. We repeatedly sprinkle these nudges in the form of social media posts as an entertaining element in our communication.

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The big staple: demonstrably sustainable

What seems small can have a big impact: customers, investors and other stakeholders are increasingly interested in how potential partners minimize their environmental and social impact. This is confirmed by numerous international studies - from Europe to Singapore in Asia. Sustainable business practices can demonstrably enhance the image and trust of stakeholders in the company.

Performance boost on all channels

The reporting of our campaign also speaks for success. It has shown above-average performance on all channels. Thanks to our creative graphic design and data-driven approach, we were able to achieve maximum results on Instagram and Facebook with a minimal budget. Our cost per 1000 impressions was EUR 0.84 and the cost per click was EUR 0.34 - well below the average values of EUR 3 (per 1000 impressions) and EUR 2 for the cost per click. On LinkedIn, we were able to reduce the costs per 1000 impressions within the playout by 20 to 11.58 euros. This is three times as good as the average value. The cost per click is also twice as low as the average (CPC: 3.62 euros).

Organically successful

In addition to the paid campaigns, our focus was on the organic area. With a small budget, we were able to increase both the interactions with the posts and the followers. The result: 25 new followers and 221 profile views. There were also positive results on LinkedIn - 166.7 percent growth in followers and 67.8 percent growth in impressions. In addition, reactions increased by 127.7 percent and directly shared posts by 144.4 percent.

Our customer Hessen MICE Net is also convinced: