Driving Growth in New Markets
1% for the Planet had built a powerful global movement of purpose-led brands, but growing momentum in Australia and New Zealand required a fresh approach. We launched an integrated digital campaign that reframed membership as a catalyst for trust and long-term value, simplifying certification and showcasing real impact through partner stories.
29% Increase in Brand Awareness
Our campaign significantly strengthened 1% for the Planet’s presence in Australia and New Zealand, building recognition in high-value audience segments and outperforming global benchmarks. By pairing strategic targeting with compelling digital creative across social and email, we made the certification process clear, showcased tangible impact, and positioned the brand as an accessible, inspiring movement for purpose-driven businesses.
26% Increase in Purchase Intent
The presence of the 1% for the Planet logo had a growing effect on consumer choices, with 49% of respondents saying it positively influenced their purchasing — up from 39% in 2023. This is the highest level of positive influence recorded in any single global region, underscoring the campaign’s impact.
Strong Uptake Across Priority Demographics
The campaign significantly expanded 1% for the Planet’s presence in Australia and New Zealand, driving standout awareness across values-aligned audiences. Results included the highest mid-level income awareness globally (34%) and strong cut-through with socially conscious consumers in key age groups (48% among 18–34s, 40% among 35–44s), building a strong foundation for advocacy and membership growth.
A strategic focus to drive brand trust
Our campaign strengthened 1% for the Planet’s footprint in Australia and New Zealand, building meaningful awareness among values-aligned brands and consumers and outperforming global benchmarks.