CSR and the video star

CSR and the video star

While leading brands are adopting new CSR models that boost their bottom line (61% of people are more likely to buy from companies with good reputation), communicating that message effectively takes an innovative marketing approach. The Carbon Trust survey shows that consumers are more aware of a brand's strategy and that 56% of people are more loyal to brands that can show evidence of environmental actions. It also reveals that 20% of sales are directly linked to corporate reputation, building that customer loyalty is imperative.  

So while brands can see the reasons why they should adopt and maintain their CSR strategies, many marketers will be wondering how they will effectively convey this message and improve their brands reputation. While brands can launch innovative CSR strategies, to effectively communicate the business model, goals and achievements, we’ve found through a film close to my heart, that video is the ideal platform.

“The End of the Line”

“The End of the Line” film was an expose into over-fishing in our oceans and Channel 4 analysed the lasting impact it had on businesses and the general public in changing their perceptions to marine sustainability. Since its 2009 release over a million people have seen the documentary. Researchers calculated that for every person who saw the film, 510 knew about it. Moreover, recent statistics from Cisco revealed that by 2016, online video users will reach 1.5 billion and that YouTube now attracts 1 billion unique users a month.

In the 1930s Procter & Gamble produced and sponsored the first radio “soap” operas to highlight their products and when the medium switched to television in the 1950s, most of the new serials were sponsored and produced by the company. Series including “The Young and the Restless”, “As the World Turns” and “Days of Our Lives” became household institutions. P&G has witnessed positive benefits from embracing green policies and has used its knowledge of the latest media innovations to effectively deliver the same communication strategies for its CSR programme. The corporate overview of the CSR vision is a film of the companies Vice President for Global Sustainability and other projects are highlighted through video including ‘Children’s Safe Drinking Water’.

Brands considering or implementing a CSR strategy should carefully consider the medium in which they communicate their programme. Nike and other brands including Waitrose, M&S Plan A and those I worked with on “The End of the Line”, all use video to illustrate their sustainability vision, responsibility and future impact, not only to drive sales but to provide a lasting reputation for the brand.


Chris spoke at a Digital Dinner in April on why we should all have a video strategy. Read his insights from the night.
Follow Chris and Adjust Your Set on Twitter @cgorellbarnes @AdjustYourSet

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