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Effectively Measuring Your Brands Purpose

   NEWS / 14 Feb 2018

At Why Media, delivering on set KPIS and creating engaging campaigns that have a real impact, is paramount to what we do. That’s why we were surprised to learn that 60% of purposeful marketing campaigns don’t go on to measure their societal impact as part of their campaign KPIs.

We are living in a world filled with brand purpose, with millennials at the core of many target markets, either in a customer or recruitment perspective. More and more brands are beginning to take a stance on societal issues that need changing, with 75% of key customers claiming that a brands sustainability affects their shopping choices. Yet how do we really know if marketing campaigns are having a lasting impact on these vital issues? The answer is, we don’t.  

The hot topic of 2018 is S.M.A.R.T. and striving to fully understand the effectiveness of campaigns. It’s clear that as market leaders, we want to create engaging campaigns that make the world a better place, by improving the environment, promoting diversity or supporting key causes. However, they currently aren’t being served well by how they’re measured, without which, we face the risk turning a genuine desire to make a positive impact in our communities into a superficial cause, threatening to ruin reputations, and erode trust in our industry.

Brands with genuine purpose need to make sure that societal KPIs are at the heart of the ideas process. When it comes to fundraising, the answer is simple, and ROI comes in the form of a figure raised. However such matters as environmental causes and diversity, can be much less clear to measure. Many successful companies champion diversity as their USP, however, no tangible measurements exist and with a lack of industry standard, how can we truly know the equivalent of “doing good”?

One factor often used as a signpost for the choice of agency or brand is awards. Yet quite often, campaign wins are based on stunning creative rather than the societal change that occurred as a result. Of course, great creative is a mark of excellence but it’s not the only mark, and a change that is yet to be seen is mutually exclusive creative and impactful communications, something that can be seen as a vital partnership. As an industry, a goal for 2018 should be to join the two concepts in all campaigns to achieve widespread effect and change.

Claire White, Account Director at Why Media comments “As a business, we are committed to delivering on our promise to our clients to deliver campaigns that are not only effective, but that have a purpose. We hope that in the future our industry can be confident in the fact that we have developed campaigns that have truly made a difference”

If you want to build a brand with purpose, contact Claire@whymedia.com today!

 

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Larkfleet Homes

Larkfleet TV Video Production & Marketing

LarkfleetTV creates engaging content to promote the Larkfleet Group housing developments. Why Media plans, films, edits and promotes the videos for the company, helping to drive sales and raise the company profile.

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Goldschmidt & Howland

Bespoke Website Design & Development with Property Feed Integration

Goldschmidt & Howland are North West London's Leading estate agent and letting agent servicing Hampstead Garden Suburb, Belsize Park, Kentish Town, Little Venice, St Johns Wood and more.

Why Media created a brand new bespoke website for the company to enhance their online presence, modernise the design of the website and ensure the site was optimised for search engines.

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ACAI Group

Branding & Corporate Stationery Design

Why Media were delighted to launch the new brand identity and website for ACAI Group, a property investment company with a number of high profile commercial, retail and land assets across the UK.

These assets include 8-10 Grafton Street in Mayfair, The Heart Shopping Centre in Walton-on-Thames Surrey and, the flagship store for high-end retail brand Dior on the prestigious Bond Street. The objective of the branding and creative element of this project was to inject colour, depth and a story behind the brand identity and overall messaging of ACAI (the initials of which represent the three owners of the company). Following completion of the branding process, Why Media delivered a full stationery package including business cards, letterheads and compliment slips and a comprehensive set of brand guidelines, ensuring the brand identity and reputation are protected through a stringent set of ‘brand rules’.

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The Heart Shopping Centre

Magazine Design, Print & Distribution Management

The Heart Shopping Centre magazine is distributed every 6 months, delivering a Summer issue and Christmas issue. The magazine has been crafted to entice customers in the local area to visit the centre. The magazine is updated with each issue to tie in with the branding, event creative and any campaigns that are running and has proven to be a great success.

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The Heart Shopping Centre

POS Design

Why Media manages and promotes the Heart Shopping Centre Kids Club events. The POS creative for the events is displayed throughout the centre in advance of the event and is also provided in all required formats for the website, social media and advertisements.

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Rivera Property Consultants

Branding & Corporate Stationery Design

Rivera Property Consultants is a leading company offering Property Sourcing, Sales and Lettings Management, Interior Design and Development.

Why Media were approached by Mr. Rivera, a property agent with over fifteen years of experience in the London Property Market, to undertake a full branding and website design project for his newly established business. The branding was crafted to present the company as high-end, professional and established. 

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Blue Whale Capital

Bespoke Website Design & Development with Custom API Integration

Blue Whale Capital approached Why Media in a quest to create a modern, functional and tailor-made website with a partner they could work closely and honestly with for this project and their future design and marketing needs.

The website is functionality focussed and incorporates a bespoke API to allow visitors to invest directly through the website. Each call-to-action has been carefully considered to enhance the user journey and ultimately encourage visitors to invest with the company.

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Woking Shopping Centre

WokingTV Video Production and Promotion

As a leading regional shopping centre destination Woking Shopping needed to join up a number of platforms to help highlight new retailers and restaurants at the centre as well as a new market area.

Why Media produce monthly videos for WokingTV, and manage all elements including storyboards, planning, filming, editing, video promotion across social media and integration into the website.

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Bovis Homes

Stanton Cross Website

Bovis Homes build some of the best new homes in the UK that are great places to live. Stunning new homes and apartments for sale right now.

Why Media were commissioned to design and build a bespoke website for the Bovis Homes Stanton Cross development. Stanton Cross is a brand-new community in the heart of Northamptonshire on the eastern edge of the historic town of Wellingborough. The website provides an engaging platform for the development and location information.

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Go Epsom

Campaign Branding

Go Epsom is the campaign created for Epsom BID. The colourful and vibrant campaign branding was created to promote the town of Epsom, Surrey.

The colour palette and facets were selected to reflect the individual aspects of the town such as shopping, dining and entertainment, while still working together as a whole to form the brand identity.

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County Square Shopping Centre

Social Media Management

Located in the heart of Ashford, Kent, County Square shopping centre offers a friendly welcome to visitors from across the county and further afield. With more than 50 shops alongside cafes and restaurants, County Square is the local, relaxed choice for the community.

Since Why Media were appointed as the social media managers for the centre, the account has seen phenomenal growth in group numbers of over 1800%.