Accor is a prominent international hotel group that launched its brand "Greet" in 2019. The Greet brand focuses on circular hospitality, targeting sustainable and responsible ways of traveling. For the launch of Greet's first advertising campaign, Accor committed to reducing the carbon emissions of its video campaign.
Accor wanted to significantly reduce the carbon emissions associated with its video advertising campaign for the Greet brand. The goal was to cut emissions by 50% compared to a non-optimized campaign of equivalent reach and impact.
To address this challenge, Accor partnered with the advertising agency iProspect (Dentsu) and relied on the services of 366, an ad network specialized in local newspapers, digital and TV. The 366 offered its "low-carbon" solution, which employed the carbon calculator developed by DK.
The ad campaign was conducted in two phases, and the results showed that the ecological contextual targeting outperformed data targeting in terms of key performance indicators (KPIs) such as View-Through Rate (VTR) and visibility.
Phase 1 (March 9 to March 31, 2023):
3.2 million impressions
2.4 million impressions viewed to completion (100%)
VTR achieved 75% (exceeding the 70% target)
Visibility rate: 93% (surpassing the 70% target)
Phase 2 (April 14 to May 5, 2023):
1.8 million impressions
1.4 million impressions viewed to completion (100%)
VTR achieved 80% (higher than the benchmark of 75%)
Visibility rate: 92% (exceeding the benchmark of 70%)
In total, the two phases of the video advertising campaign emitted the equivalent of 514.44 kg of CO2, representing a 56% reduction in carbon emissions compared to a non-optimized campaign of equivalent impact.
Accor's collaboration with iProspect and 366, along with the implementation of DK's carbon reduction solution, resulted in a highly successful and environmentally conscious advertising campaign for the ‘Greet’ brand. The campaign's utilization of ecological contextual targeting, as well as its focus on reducing carbon emissions, showcased how brands can achieve their marketing goals while remaining socially and environmentally responsible. This case study highlights the importance of sustainability and the positive impact that conscious advertising strategies can have on both brands and consumers.
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