Goals and objectives
The primary objective of the campaign was to raise awareness around sustainability in an authentic, engaging, and credible manner—steering clear of greenwashing and vague messaging that often undermines ESG initiatives. To achieve this, the campaign focused on delivering in-depth, high-quality editorial content for three strategically selected clients. This allowed for deeper storytelling and greater value for readers.
The campaign explored three core sustainability topics:
- PET bottle deposit: What are the environmental consequences of not recycling PET bottles?
- Food recycling: How can expired food still serve a purpose?
- Green price tags in retail: What do they mean, and how can consumers navigate them?
Additionally, the campaign introduced an enhanced version of Vltava Labe Media’s Native Modular product. This new model allowed multiple clients to co-create content around a shared theme—sustainability—while avoiding the diluted messaging of the previous mass-client approach, which often included up to 33 advertisers per microsite.
Surprising Insights
- Client collaboration was a strength: Instead of viewing each other as competitors, participating clients appreciated the focused and collaborative format.
- Strong performance exceeded expectations: Despite common challenges in engaging audiences with sustainability content, the campaign surpassed its page view goals thanks to its storytelling-driven format.