Good practices and first tips to enhance your CSR communications, by Pixelis Agency.

1. R E S P O N S I B L E B R A N D S
HOW TO RESTORE
BRAND VALUE

2. WHYTAKE A CSR APROACH?
RESPONSIBLE
BRANDS

3. TO COMPLY WITH
REGULATIONS
WHY TAKE A CSR
APROACH?
RESPONSIBLE
BRANDS

4. TO REDUCE
YOUR ENVIRONMENTAL
FOOTPRINT
WHY TAKE A CSR
APROACH?
TO COMPLY WITH
REGULATIONS
RESPONSIBLE
BRANDS

5. TO REDUCE
YOUR ENVIRONMENTAL
FOOTPRINT
WHY TAKE A CSR
APROACH?
TO KEEP UP
WITH THE TIMES
TO COMPLY WITH
REGULATIONS
RESPONSIBLE
BRANDS

6. TO ENHANCE
SOCIETY'S
PERCEPTION
OF THE BRAND
TO REDUCE
YOUR ENVIRONMENTAL
FOOTPRINT
WHY TAKE A CSR
APROACH?
TO COMPLY WITH
REGULATIONS
TO KEEP UP
WITH THE TIMES
RESPONSIBLE
BRANDS

7. TO CREATE
BUSINESS
OPPORTUNITIES
TO REDUCE
YOUR ENVIRONMENTAL
FOOTPRINT
WHY TAKE A CSR
APROACH?
TO COMPLY WITH
REGULATIONS
TO KEEP UP
WITH THE TIMES
TO ENHANCE
SOCIETY'S
PERCEPTION
OF THE BRAND
RESPONSIBLE
BRANDS

8. TO CREATE
BUSINESS
OPPORTUNITIES
TO REDUCE
YOUR ENVIRONMENTAL
FOOTPRINT
WHY TAKE A CSR
APROACH?
TO BE A FORCE FOR
SOCIAL
GOOD
TO COMPLY WITH
REGULATIONS
TO KEEP UP
WITH THE TIMES
TO ENHANCE
SOCIETY’S
PERCEPTION
OF THE BRAND
RESPONSIBLE
BRANDS

9. TO CREATE
BUSINESS
OPPORTUNITIES
TO REDUCE
YOUR ENVIRONMENTAL
FOOTPRINT
WHY TAKE A CSR
APROACH?
“NATURAL”
SOCIAL
RESPONSIBILITY
TO COMPLY WITH
REGULATIONS
TO KEEP UP
WITH THE TIMES
TO ENHANCE
SOCIETY’S
PERCEPTION
OF THE BRAND
TO BE A FORCE FOR
SOCIAL
GOOD
RESPONSIBLE
BRANDS

10. SOME OF THOSE TOPICS
ARE DIRECTLY LINKED
TO COMMUNICATION
HOW DO RESPONSIBLE
BRANDS COMMUNICATE?
RESPONSIBLE
BRANDS

11. 2 TYPES
OF COMMUNICATION
RESPONSIBLE
BRANDS

12. 2 TYPES OF COM
TO IMPROVE YOUR REPUTATION
“We cannot not be responsible”
TO MAXIMIZE THE IMPACT OF CSR PROGRAM
“Communication helps engage stakeholders
around CSR projects”
TO COMPLY WITH REGULATIONS
PROACTIVELY FOR INDUSTRY-BASED LOBBYING
TALKING ABOUT YOUR CSR STRATEGY:
WHAT I DO
RESPONSIBLE
BRANDS

13. EMPLOYEES
JOURNALISTS KEY OPINION LEADERS
INVESTORS
GENERAL PUBLIC
2 TYPES OF COM
TALKING ABOUT YOUR CSR STRATEGY:
WHAT I DO
RESPONSIBLE
BRANDS

14. THE CORE MESSAGE CONCERNS THE RESPONSIBLE BRAND OFFER
Paradoxically, a discourse that does not always
focus on responsibility.
MORE BUSINESS-RELATED ISSUES
“There is an offer deficit compared to demand.”
“Consumers are eager to find out more on these topics.”
2 TYPES OF COM
TALKING ABOUT YOUR PRODUCT OR SERVICE:
WHAT I OFFER
RESPONSIBLE
BRANDS

15. B2B
GENERAL PUBLIC
2 TYPES OF COM
TALKING ABOUT YOUR PRODUCT OR SERVICE:
WHAT I OFFER
RESPONSIBLE
BRANDS

16. HOW TO COMMUNICATE
ON RESPONSIBILITY
RESPONSIBLE
BRANDS

17. WHAT I DO
CORPORATE
BRAND
WHAT
I OFFER
PRODUCT
BRAND
HOW TO COMMUNICATE
ON RESPONSIBILITY?
RESPONSIBLE
BRANDS

18. INVOLVE
PROVE
RAISE AWARNESS
INFORM
APPEAL
WHAT I DO
CORPORATE
BRAND
WHAT
I OFFER
PRODUCT
BRAND
HOW TO COMMUNICATE
ON RESPONSIBILITY?
RESPONSIBLE
BRANDS

19. DRIVE
APPROVAL
CREATE
PREFERENCE
DEMONSTRATE
EDUCATE
PROVE
INVOLVE
PROVE
RAISE AWARNESS
INFORM
APPEAL
HOW TO COMMUNICATE
ON RESPONSIBILITY?
WHAT I DO
CORPORATE
BRAND
WHAT
I OFFER
PRODUCT
BRAND
RESPONSIBLE
BRANDS

20. DEMONSTRATE
RESPONSIBLE
BRANDS

21. BEING TRANSPARENT
WHY?
HOW?
DEMONSTRATE
Mandatory for large companies (NRE and Grenelle 2 laws in France)
Consumers expectations for more transparency
In France only 29% of the population trusts companies (-28% in 10 years)
Strategic challenge: Deliver concrete and easy to understand proofs
of the company commitment to the public
RESPONSIBLE
BRANDS

22. DEMONSTRATE
Transparency
http://www2.schneider-electric.com/sites/corporate/en/group/sustainable-deve-
lopment-and-foundation/planet-and-society-barometer/our-sustainable-develop-
ment-scorecard/sustainability-performance-evolution.page
RESPONSIBLE
BRANDS
WE LIKE:
• The 3-year view of objectives and progress achieved
so far, which focuses on the idea
of constant improvement, the essence of CSR.
• The honesty of a company that assumes its
shortcomings when it does not meet objectives
and justifies them.
MATHEMATIC TRANSPARENCY BY SCHNEIDER

23. DEMONSTRATE
Transparency
http://coca-cola-rse.fr/
RESPONSIBLE
BRANDS
WE LIKE:
• The integration of brand codes into the
substantiating language.
• The way of illustrating the information adds life to
the presentation.
• The customizable pathway for users browsing on a
given template.
• The range of different media (graphics, text, videos,
etc.) used to make it dynamic.
TRANSPARENCY BEYOND JUST NUMBERS!
WITH COCA COLA ONLINE CSR REPORT

24. DEMONSTRATE
Transparency
RESPONSIBLE
BRANDS
WE LIKE:
• Talking about complex data and presenting figures,
objectives, and processes in a fun and informative way.
Bringing the brand’s CSR storytelling closer
to consumers.
FOCUS ON THE TREND OF COMPUTER GRAPHICS!

25. DEMONSTRATE
Transparency
http://www.danone.com/fr/danone13focus/
RESPONSIBLE
BRANDS
WE LIKE:
• The use of magazine codes that brings
what the brand says to life.
• The use of thematic files to help users immerse
themselves into the company’s business via concrete
examples.
• The variety of types of content used.
INTEGRATING CSR INTO FINANCE WITH THE DANONE REPORT!

26. DEMONSTRATE
Transparency
RESPONSIBLE
BRANDS
WE LIKE:
• The innovative approach that links form to content
through a scannable till receipt.
• The effective way out to consulers via a
communication plan and app that take on board new
consumers' pratices.
REACHING THE CONSUMER: AUCHAN’S SELFSCAN CSR REPORT

27. DEMONSTRATE
CONCLUSION
IF INFORMATION
IS NOT PUT INTO
PERSPECTIVE, CSR AND
BRAND ARE DECORRELATED
DEMONSTRATING IS A FIRST
STEP BUT ISN’T SUFFICIENT
IN ITSELF
RESPONSIBLE
BRANDS

28. DRIVE
APPROVAL
internally
RESPONSIBLE
BRANDS

29. DRIVE APPROVAL (INTERNALLY)
STRIKING THE RIGHT
TONE
USING BOTTOM UP
COMMUNICATION TOOLS
INVOLVING ALL
EMPLOYEES
IN THE LONGER TERM
WHY?
HOW?
To multiply the strategy impact
To make employees the ambassadors of your commitment
RESPONSIBLE
BRANDS

30. DRIVE APPROVAL INTERNALLY
Using the right tone
RESPONSIBLE
BRANDS
WE LIKE:
• The inclusion of the employees in the invasive
in-house posters to create surprise and capture
attention.
• The involvement of the employees in the campaign
which makes the strategy more human.
AROUSING INTEREST PORTRAYING EMPLOYEES WITH LESIEUR
Garantir la traçabilité de nos produits au-delà
de la réglementation.
Réduire l’empreinte environnementale
et sociétale de nos produits.
Acheter responsable.
Réduire
de
de
2
La démarche RSE de dans le cadre de
20
CO
nos émissions
%
Garantir des produits
esponsables
et préserver
la planète
PRÉSERVER LA PLANÈTE
M
IC
H
A
EL
responsable
développem
entpackaging
Promouvoir les comportements alimentaires sains et
les modes de vie équilibrés.
Favoriser l’accessibilité des produits Lesieur en France
et lutter contre la malnutrition dans le Monde.
Garantir des produits de qualité, sûrs, sains et bons.
Contribuer à une
limentation
plaisir, saine et
sûre pour
tous
millions
de personnes
dans le monde
25
nourrir*
*satisfaire les besoins annuels en huile
La démarche RSE de dans le cadre de
ELISA
B
ETH
responsable
com
m
unication
-nutrition
MIEUX NOURRIR LES HOMMES.

31. DRIVE APPROVAL INTERNALLY
Using the right tone
RESPONSIBLE
BRANDS
WE LIKE:
• The use of the video medium – lively and accessible.
• Employee identification facilitated by the portrayal
of an ordinary employee.
• The concrete topics that speak to employees and
capture their interest.
AROUSING INTEREST POTRAYING EMPLOYEES WITH LESIEUR

32. DRIVE APPROVAL INTERNALLY
Bottom up tools
RESPONSIBLE
BRANDS
WE LIKE:
• The program reaches out to employees and makes
them players in their own training.
• The professional moderator who creates a convivial
atmosphere and helps employees feel confident and
share their questions.
MEETING THE EMPLOYEES - THE COCA COLA ROADSHOW

33. DRIVE APPROVAL INTERNALLY
Including all the
employees in the long run
RESPONSIBLE
BRANDS
WE LIKE:
• An operation that serves the brand positioning.
• Quantified commitments on the part of the company.
• Strengthened connection between the employees and
their customers.
STARBUCKS ENCOURAGES ITS EMPLOYEES TO COMMIT
TO LOCAL COMMUNITIES
http://community.starbucks.com/en_us/home !

34. DRIVE
APPROVAL
externally
RESPONSIBLE
BRANDS

35. DRIVE APPROVAL (EXTERNALLY)
FOCUSING
THE DISCOURSE
RESPONDING
TO CURRENT EVENTS
INSPIRING PEOPLE
ONLINE
INSPIRING
IN REAL LIFE
WHY?
HOW?
To multiply the strategy impact
To reinforce the links between the company and its stakeholders and win their trust
RESPONSIBLE
BRANDS

36. DRIVE APPROVAL EXTERNALLY
Customizing the discourse
RESPONSIBLE
BRANDS
WE LIKE:
• The customized sections according to user profiles
and areas of interest.
• The range of customized contents: educational, tools
& news to comply with the different expectations.
• The personalized contact points for each profile.
http://www.ecoemballages.fr/eco-em-
ballages-pilote-la-reduction-le-triet-
le-recyclage-des-emballages
CUSTOMIZING THE CONTENT WITH ECO EMBALLAGES

37. DRIVE APPROVAL EXTERNALLY
Mobilizing with digital tools
RESPONSIBLE
BRANDS
WE LIKE:
• The company’s sustainable strategy for its hols range
of brands on a single platform.
• The enthusiastic yet concrete contents highlighting
how the individual initiatives can contribute to a global
objective.
• The lively approach: live counting of the sunlight
actions, regular updates of the content.
• The fact that human beings are at the heart of the
graphic charter.
https://www.projectsunlight.us/
https://www.youtube.com/watch?
feature=player_embedded&v=0ZXdqiUiFT4
CREATING AN ONLINE MOVEMENT
WITH THE UNILEVER SUNLIGHT PROJECT!

38. DRIVE APPROVAL EXTERNALLY
Mobilizing with digital tools
RESPONSIBLE
BRANDS
WE LIKE:
• The brand’s effort to make its CSR strategy
accessible through its top managers.
• The use of a social network which allows
live dialogues and is a powerful demonstration of
transparency.
• Answering questions with tweets which forces
Heineken to go straight to the point.
EXPLOITING THE POSSIBILITIES OF SOCIAL NETWORKS WITH
HEINEKEN « BREWING A BETTER FUTURE » TWITTER CHAT

39. DRIVE APPROVAL EXTERNALLY
Mobilizing in real life
RESPONSIBLE
BRANDS
WE LIKE:
• The grass-roots approach of meeting consumers in
their daily life and giving them information directly.
• A campaign that gives the brand a human face and
brings it closer to its consumers.
• The opportunity for people to see for themselves that
quality lives up to claims.
BRINGING THE INFORMATION TO THE CONSUMER
WITH EAU DE PARIS!

40. DRIVE APPROVAL EXTERNALLY
Responding to current
events
RESPONSIBLE
BRANDS
WE LIKE:
• The counterintuitive approach to Black Friday.
• The way the operation strenghtens brand consistency
and brand values.
• The potential influence on people's attitudes to the
excesses of the consumer society.
http://wornwear.patagonia.com/
post/67426001311/black-fridayworn-
wear-party-friday-november-29!
PATAGONIA CELEBRATES WHAT YOU ALREADY WEAR!

41. ONCE THESE STEPS
HAVE BEEN TAKEN THE
BRAND CAN WORK ON THE
CORE SUSTAINABLE ISSUE:
THE PRODUCT OR SERVICE
ITSELF.
DRIVE APPROVAL
CONCLUSION
RESPONSIBLE
BRANDS

42. PROVE
RESPONSIBLE
BRANDS

43. PROVE
WHY?
HOW?
To meet consumers' demands for greater transparency on product composition and
the impact of services on the environment.
REASSURING WITH LABELS GOING BEHIND THE SCENES
RESPONSIBLE
BRANDS

44. REASSURING WITH LABELS
ENVIRONMENT LOCAL SOCIAL
PROVE
Reassuring with labels
RESPONSIBLE
BRANDS

45. PROVE
Reassuring with labels
RESPONSIBLE
BRANDS
LIMITS OF THIS KIND OF HOME-MADE INITIATIVES:
• What is the added value of new labels compared to
existing ones?
• Is a home-made label legitimate if not controlled by
an external organisation?
• What about the jungle effect? are too many labels
confusing for consumers?
THE CASE OF HOME MADE LABELS

46. PROVE
Reassuring with labels
RESPONSIBLE
BRANDS
PROVE WITH LABELS
LIMIT
IN THIS CASE THE
RESPONSIBLE APPROACH
IS NOT INTEGRATED INTO
BRAND IDENTITY.
USING LABELS IS JUST
A PLUS THAT DOESN’T
DRIVE SALES.

47. PROVE
Going behind the
scenes
RESPONSIBLE
BRANDS
WE LIKE:
• The 100% transparent brand policy (price, materials,
production process, origin, working time…).
• An approach wholly in line with brand identity (name
and graphical charter):
simply transparent.
HONESTY AND THE RAW TRANSPARENCY
http://www.honestby.com/

48. PROVE
Going behind the
scenes
RESPONSIBLE
BRANDS
WE LIKE:
• The modest approach of a brand which assumes
its shortcomings.
• The visual, easy to understand presentation:
maps, pictograms…
• The real life brand stories which makes the brand
more human.
DISCOVER WHAT IS REALLY INSIDE YOUR
PRODUCTS WITH LES 2 VACHES
http://www.les2vaches.com/savoircequonmange/

49. PROVE
CONCLUSION
THE DISCOURSE
IS MORE INFORMATIVE
AND ATTRACTIVE,
HOWEVER THE BENEFIT
FOR THE CONSUMER IS NOT
EASILY PERCEIVED.
RESPONSIBLE
BRANDS

50. EDUCATE
RESPONSIBLE
BRANDS

51. EDUCATE
WHY?
HOW?
To optimise social impact!
Sometimes educating is a condition in itself for the product/service to be responsible.
COMMUNICATING ON WHAT
PEOPLE HAVE TO GAIN!
INFLUENCING
CONSUMER BEHAVIOR
RESPONSIBLE
BRANDS

52. EDUCATE
Focus on what people
have to gain
RATP TACKLES ANTI-SOCIAL BEHAVIORS
RESPONSIBLE
BRANDS
WE LIKE:
• An ad which encourage behaviour change
by using humor:
- The use of animals to show that people sometimes
behave like them: «eating like a Pig».
- The exagerated situations for maximum impact.

53. EDUCATE
Influencing
consumer behavior
RESPONSIBLE
BRANDS
WE LIKE:
• The reacreationnal approach inviting people to
change their behavior and have fun at the same time.
• The direct link to the product: if you want to play,
you have to recycle the iconic Coca-Cola bottle.
WITH COCA-COLA, RECYCLING BECOMES A GAME
https://www.youtube.com/watch?feature=player_
embedded&v=MFXOs0lHRys

54. CREATE
PREFERENCE
RESPONSIBLE
BRANDS

55. CREATE PREFERENCE
TELLING RESPONSIBLE STORIES TO DIFFERENTIATE
THE BRAND AND ATTRACT CONSUMERS
WHY?
HOW?
To use the brand's sustainable commitment to enhance its overall position
To transform this commitment into a convincing sales argument!
RESPONSIBLE
BRANDS

56. CREATE PREFERENCE
What we’re not talking
about
RESPONSIBLE
BRANDS
MANY COMPANIES TALK ABOUT SOCIETY'S PROBLEMS
BUT FORGET TO LINK IT TO THEIR CORE ACTIVITY
#RUNLIKEAGIRL NARTA THE PANTENE
SHINESTRONG
PROJECT
https://www.youtube.com/
watch?feature=player_embedde-
d&v=kOjNcZvwjxI
https://www.youtube.com/
watch?v=XjJQBjWYDTs

57. GENERATE PREFERENCE
Building real stories
that make sense
RESPONSIBLE
BRANDS
WE LIKE:
• The visual appeal of the movie, transforming
sustainability into a magical subject.
• Turining an Ikea CSR action into a sales argument for
its lights by building an inspiring
and magical universe illustrated by the signature
« the wonderful everyday ».
WHEN SUSTAINABLE IS WONDERFUL, IKEA
https://www.youtube.com/
watch?feature=player_embedde-
d&v=qvZUEDEZQBI

58. GENERATE PREFERENCE
Building real stories
that make sense
RESPONSIBLE
BRANDS
WE LIKE:
• The responsible argument that gives more value
to the product (better quality, better taste).
• The provocative tone of the campaign which grabs
the attention of the consumer.
• The competition which invites consumers to come
and see by themselves.
FLEURY MICHON INVITES ITS CONSUMERS
TO SEE FOR THEMSELVES
https://www.youtube.com/
watch?v=reh2S5F6g2k

59. NOW
LET'S HEAR
FROM YOU!
RESPONSIBLE
BRANDS