As the world increasingly focuses on sustainability, digital marketing has become pivotal in shaping a more environmentally conscious and socially responsible landscape for associations and businesses alike. Kabloom, our specialised association agency, anticipates a profound transformation in how corporations and associations leverage technology to foster positive change. The digital age presents an unparalleled opportunity to integrate sustainability into the core narrative of brands, enabling them to advocate for and enact real-world solutions to environmental challenges. As digital platforms evolve, they become more than just channels for marketing; they transform into arenas for impactful storytelling and community-building around sustainable practices.
The World Economic Forum reported that sustainability-driven messages on digital platforms have increased engagement rates by up to 55%. When it comes to driving registrations for sustainable events, multiple event campaigns run by Kabloom have consistently shown that strategic advertising is a powerful tool. It drives over half of web traffic and boosts sustainable event registrations by over 30% of its original target. In addition, world awareness days, such as World Thrombosis Day, serve as prime examples of the synergistic relationship between advertising and an association’s well-established public relations campaign. Strategic advertising delivers crucial information to a targeted audience, providing them with access to vital details and opportunities for active engagement. By utilising compelling visuals, infographics and engaging content, these campaigns can educate individuals about health risks, encourage healthy behaviours, and promote early detection and intervention.
Digital marketing is not just a tool, but a collaborative effort that supports organisations in their sustainability and educational initiatives. By promoting their website, utilising hashtags, and sharing impactful stories, digital marketing helps disseminate critical information globally. This collaboration with like-minded professionals encourages other institutions to adopt environmentally responsible policies, fostering a sense of shared responsibility and inclusion in global sustainability efforts. Through strategic digital marketing, organisations can utilise diverse platforms to drive positive change, build awareness, and nurture a culture of health and sustainability among their audiences. Digital helps amplify their initiatives’ impact through effective communication and compelling content to yield favourable outcomes for people and the environment.
I4C 2023: Designing digital advertising for driving sustainable investment
Kabloom, in alignment with its sustainability commitment, collaborated with the World Bank Group for the third year running to boost global registrations for the Innovate4Climate (I4C) initiative. Their digital advertising campaign was highly successful, accounting for 80% of website traffic and securing over 60% of event registrations. By targeting specific personas with tailored content and messaging, Kabloom generated more than 10 million impressions and 32,300 leads, significantly advancing I4C’s objective of linking climate innovation with investment opportunities.
The I4C 2023 digital advertising strategy was structured around three key phases. Firstly, the pre-event campaign utilised multi- channel marketing to raise awareness, incorporating search campaigns, digital advertising, and social advertising, along with tailored messaging for specific audiences. Secondly, the live event campaign focused on promoting engagement through various strategies such as onsite activities, social media walls, and advertising. Lastly, the post-event campaign leveraged the engaged audience to promote on-demand content, extending the reach of I4C’s goals beyond the live event dates through targeted digital ads.
