news.com.au & 7-Eleven Simply Cups
Media associated with this campaign
Overview of this campaign
The ubiquitous takeaway paper cup has transformed the coffee industry but at the same time has also devastated the environment. Our client 7-Eleven had taken active responsibility for their environmental footprint by introducing Simply Cups recycling bins in 200 of its stores, and other external sites across Australia. Now they needed to let Australians know.
To do this they partnered with the nation's number one digital news brand news.com.au to deliver their message and do what they do best - tell this story to the nation. The objective of this campaign was twofold. Firstly to raise brand awareness and general awareness for the recycling initiative. Secondly to position 7-Eleven as a socially responsible recycling pioneer and as a leader in the convenience sector.
Leveraging native advertising the campaign set out to educate consumers about the global impact our coffee cup consumption is having on the environment. Utilising a combination of media formats we strove to inform, entertain and empower consumers to drive social change; and ensure our audience felt well equipped to take matters into their own hands.
In the lead up to Earth Day 2018, news.com.au published four part premium article series accompanied by a native videos promoted across the News Native Network and via owned social channels.
Our intuitive design and editorial expertise weaved the brand story into the articles organically, including 7-Eleven’s colour palette throughout with interactive elements like a coffee cup calculator to keep our audience on the page longer.
Our socially seeded, stop-motion video presented the shocking statistics around disposable coffee cups and detailed how the brand’s bin system aims to help solve the problem. We quizzed our favourite news.com.au journalists, then transitioned into an animated explainer designed to educate Australians about the recycling of coffee cups.
This activation provided 7-Eleven and Simply Cups with a broadcast platform to announce the initiative bringing it to life in an engaging, entertaining and memorable way.
Results for this campaign
The content was incredibly successful at a campaign level, and in achieving longer more far reaching effects for the brand.
Native Campaign articles saw a 177% overdelivery in average time spent and native video saw a 416% overdelivery with 431,738 people reached via social.
The campaign drove an overwhelmingly positive brand lift, and worked hard to shift perceptions along with purchase intent. A Kantar brand lift study found notable shifts in brand impact were for awareness (+6pp), favourability (+14pp), and purchase intent (+12pp). Double digit growth was achieved against key marketing messages including perception of the brand as a recycling destination (+28pp), as socially responsible (+28pp), and as a pioneer and industry leader (+24pp). Both formats worked together to drive purchase intent at 7-Eleven stores with +12pp for article and +12pp for video. More specifically, hot coffee purchase intent rose with +6pp expressed for article formats and +20pp for video.
The native campaign proved successful at emotionally engaging readers. Working with Kantar Millward Brown we utilised leading neuroscience techniques to measure the level of emotional connectivity achieved through native. The study fused facial coding, eye tracking and intuitive association tasks to ascertain the emotional impact of the campaign.
Native drove a pure emotional connection shifting the dial on intuitive perceptions of the brand with significant uplifts on attributes including ‘eco-friendly’ by 33%, ‘innovative’ by 22% and ‘motivativating’ by 30%. This emotional connection drove additional lifts for sentiment as benefits from association with news.com.au were impressioned on the brand as 7-Eleven was seen to be more ‘relevant’ 33% and ‘trusting’ 32%. The native video recorded near universal levels of attention and scored in the top 10% of highest performing videos with an engagement score of 7.02 against a norm of 5.03.