Communications campaign - WWF

Scoring the buyers of sustainable palm oil

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How do you get companies to buy certified sustainable palm oil? One approach is to show the world how much (or little) of it they are buying. For WWF we designed a digital strategy that includes an online platform where companies are rated on their certified sustainable palm oil buying practices, and people are encouraged to share these scores through their networks.

CONTEXT

The poster child for tropical deforestation, palm oil is responsible for environmental abuses from Central America to Southeast Asia. For many NGOs, the solution lies not in stopping the production of the oil, but in producing it in a less harmful way - and getting the ''greener'' kind to be purchased by the likes of Unilever, Cadbury's and Pepsi.

To accelerate corporate giants' purchase of certified sustainable palm oil, WWF turned to Catalyze to help publicize how well (or poorly) companies are doing through a scorecard. In particular, WWF was keen to make sure that concerned netizens would amplify the companies' palm oil scores through their social media networks.

APPROACH

‚ÄčCatalyze designed a website showcasing the profiles of the companies assessed by WWF, with a call to action for visitors to share the companies' scores. We also prepared social media posts for WWF's Twitter and Facebook followers, along with an email blast, to drive people to the website.

IMPACT

‚ÄčThe double-pronged marketing push resulted in the highest-ever public online engagement with a WWF Scorecard to date. The campaign website drew 10 times as many people as the last WWF Scorecard (in 2013), and almost 1,000% more visits on the website. Responding to their scores, some companies that were evaluated approached WWF to enquire about making the transition to sustainable palm oil.