Date post: | 07-Feb-2016 |
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$12,731,-
$25,462,-
$38,193,-
$50,924,-
$63,655,-
$76,386,-
$89,117,-
$101,848,-
$114,579,-
$127,310,-
$140,041,-
$152,772,-
$165,503,-
$178,234,-
$190,965,-
THE WORLD’S TOP 10 FOOD & BEVERAGE COMPANIES
COLLECTIVELY GENERATE REVENUES OF MORE THAN
$1.100.000.000,- A DAY.
THAT IS NEARLY $200,000,- EVERY 15 SECONDS.
3 COMPANIES CONTROL 40 % OF THE GLOBAL COCOA MARKET. COKE IS WORLD’S LARGEST BUYER OF SUGAR & CONTROLS 25 % OF GLOBAL SOFT DRINKS MARKET. 25% OF GLOBAL EMISSIONS COME FROM THE FOOD SYSTEM.
ILLUSION OF CHOICE
OPPORTUNITY: MOVE GIANTS
MOVE THE FOOD SYSTEM
Page 21
THEORY OF CHANGE
SPIKE SPIKE SPIKE
COMPANY ENGAGEMENT + WIDER ENGAGEMENT
SHAREGRAPHICS
CELEBRATE GOOD TIMES
‘CAN TOOL’
Turn BRAND on its head
OFFLINE STUNTS
Page 28
ACHIEVEMENTS
EXTERNAL TAKEAWAYS ² INTERVENE in marketing dialogue that BRANDS are having with
CONSUMERS to PROTECT BRAND VALUE.
² CRITICAL FRIEND APPROACH WORKS - with companies & for consumers.
² MULTIPLIERS amplify Oxfam’s mobilisation.
² BtB “ASKS” are ambitious yet reasonable/realistic - We are not going viral – yet results.
² A COMBINATION OF TACTICS works which work in sync but not alone.
² ICONIC WINS CREATE A RIPPLE EFFECT (VGs, national cases, cocoa market reform, BtB as text book case, sustainability awards).
² First go WIDE FOR CRITICAL MASS (>250,000) then DEEP W/ SUPPORTERS.
² NO RADICAL ACCUSATIONS – truth is shocking enough.
SECTION DIVIDER HEADER HERE (NOT TO BE USED AS CONTENT SLIDE)
Unlike Nestlé, we don’t have a social media Command and Control Centre. Instead we have smart campaigners like Al connecting to thousands of passionate supporters.
INTERNAL TAKEAWAYS
² PROPER PLANNING PREVENTS POOR PERFORMANCE
² MULTIFUNCTIONAL TEAMWORK à co-creation and collaboration. Digital campaigns = public/digital campaigners have a voice!
² CONFIDENCE & INTERNAL COMMUNICATION à beat the drum internally as well.
² REAL-TIME SENSE MAKING OF ACHIEVEMENTS/FAILURES à creates agility in switching strategies.
PS SKEPTICISM à “RISK” OF GREEN-WASH IS OMNIPRESENT. BALANCE BETWEEN: CHANGE IN INDIVIDUAL CASES ßà SYSTEMIC CHANGE ACROSS THE OPERATIONS OF WHOLE COMPANY IN THE LONG TERM (SYSTEMIC SUPPLY CHAIN AUDITING) EVOLVING CAMPAIGN MODEL OVER TIME TO KEEP PACE WITH SUPPORTER JOURNEY. COMPANIES GETTING MORE SAVVY IN RELATION TO OUR TACTICS & SCORECARD METHODOLOGY...COUPLED WITH TARGET/SUPPORTER FATIGUE.
challenges
$15,277,200,-
20 minutes later…
DANKE! WILLEMIJN DE IONGH | OXFAM | WWW.BEHINDTHEBRANDS.ORG