Global Cool Impact Assessment 2010

© 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


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


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


“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


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


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


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


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


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


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


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


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


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


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

Facebook

Twitter

Myspace

Bebo

Database

Members on Global Cool’s groups on social

networks and database

14


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


Before After

Flight-free holidays campaign

Each of the four campaigns to date has produced changes in attitudes and behaviours


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?


Before

Campaigns

After Four

Campaigns

16


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

Email

Text

Festival

Gig

Mobile Network

Somewhere Else

Don't Know

Percentage of Respondents


The internet and PR are important comms channels for Global Cool as is word of mouth

PR

Internet

Other

17


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

Facebook

Twitter

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


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



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


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.


C. Results





Flight-free holiday campaign (Mar – May 2010)

22


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


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


• 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


Results: Recycling campaign: Engagement – through social media

26


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


C. Results





Flight-free holidays campaign (Mar – May 2010)

28


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


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


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


Results: Transport campaign: Reach – example coverage

32


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


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



Results: Transport campaign: Action

However, perceptions of public transport – which the campaign did not address –

generally deteriorated

Before

Campaign

After

Campaign

Before

CampaignAfter

Campaign


19 20

36 38

4651

6063

0

20

40

60

80

100


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


Pe

rce

nta

ge

of

Re

spo

nd

en

ts

% who perceive

public transport

as convenient

% who perceive

public transport

as relaxing


C. Results






36


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


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


Results: Home energy use campaign: Reach – example online coverage

39


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


Results: Home energy campaign: Engagement – through social media

41


Results: Home energy use campaign: Action

Q. Which of these has Global Cool inspired you to do?


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



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


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



Q Thinking about your heating at home, which of the following statements apply to you?


26

38

55

48

0

10

20

30

40

50

60

70

80

90

100

December 2009 non


GC

March 2010 non


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



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


GC

March 2010 non


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


Before

Campaign

After

Campaign

45



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!”

46


C. Results






47


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

48


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

49


Results: Flight free holidays campaign: Reach – Print coverage

50


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


Results: Transport campaign: Engagement – through social media

52


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



Positive attitudes towards flight-free travel have improved markedly

10

1514

1920

2525

29

0

10

20

30

40

50


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



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


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




Negative attitudes towards train-based travel* declined during the campaign

26

19

23

16

7

3

0

10

20

30

40

50


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



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

57


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)

58

Global Cool Impact Assessment 2010

Technology

Transcript of Global Cool Impact Assessment 2010