Fox - Why Brands With Purpose Are The Future In A Competitive Sector
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Fox, Marketing Director at Pukka Herbs, discusses Pukka's marketing strategy and how they get cut through in a competitive sector. Discussing 1% for the planet and Pukka's status as a B Corp, this talk explores how marketing with a message can create much more genuine engagement with your customers. the future of business as a force for good in the world and how Pukka has focussed their purpose to create a coherent message.
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Fox - Why Brands With Purpose Are The Future In A Competitive Sector
- 2. Adjective: excellent, proper or genuine ORIGIN from Hindi pakka: authentic, real, delicious. Puk.ka /pŭk’ə
- 3. Through the incredible power of plants we inspire you to lead a more conscious life. We will strive every day to help create a Pukka planet benefitting people, plants and planet
- 4. 4
- 6. ONE IN FIVE PLANTS ARE THOUGHT TO BE THREATENED WITH EXTINCTION
- 7. 25% of plant materials used in the natural ingredients industry are still collected from the wild
- 8. 25% of plant materials used in the natural ingredients industry are still collected from the wild
- 10. fulfilling our commitment to be a responsible business Pukka’s operationsPukka’s business strategy Positive social & environmental impact Internal operations focus External projects focus Pukka’s partnerships
- 11. reach, engagement and positive impact Reach / brand awareness Consumer engagement Social / environ. impact Pukka employee engagement New customers / sales • 1 million visitors • 80% all visitors are aware of Pukka. Eden dwell time 4.5 hrs • Mutual social - Facebook 127k, Twitter 77k, Instagram 18.7k • 25,500 boxes of tea sold in two onsite shops • 115,700 cups of Pukka tea served in 3 main cafes Company 1% for the Planet environmental charity Value created together • 25,000 Pukka tea tastings p.a. in Tea Box with posters, quizzes etc • 3,000 samples via Marathon • 1 full time Pukka Narrator • 55,000 readership - Eden guide book & Eden Magazine • Together educating people about the vital relationship between people, plants and planet. • 86 employees attended Chrysalis training at Eden The Eden Project demonstrates how much can be achieved through a mutually beneficial partnership: • Educational exhibit development & display • Eden team training about Pukka • Retail & catering sales • Ongoing onsite sampling opportunities Results
- 12. Pukka has a big reason to celebrate… We have successfully re-certified as a B Corp answering 327 questions in our assessment 93.3 / 200 104.2 / 200 “That magnitude of improvement is not common, and it should be celebrated!” Pooja Dindigal, B Lab assessor comments 8.7 points lost due to calculation differences (our practices have improved across the board)
- 13. Pukka is chairing the B Corp Consumer group for B Corp month this year (2018 – 2019) Nine B Corp brands are working together to inspire people to ‘Live your day the B Corp way’ Our objectives are to: • Collectively engage consumers with the B Corp movement and businesses taking small steps for a better world. • Plan and deliver a series of integrated initiatives that enable greater consistency and visibility of the B Corp proposition for people across the UK. Influencer B Bundles campaign - 100 influencers telling the B Corp story Waitrose B Corp online store Waitrose.com/bcorp JoJo Maman Bebe in store and online B Corp month promotion & competition Stylist B Corp coverage (thanks to People Against Dirty) Brands devoting website and social content to their own B Corp stories
- 14. Total reach: 770,272 people 2019
- 15. Phase one – influencing the influencers Influencers who commented on our influencer’s B Corp posts
- 16. “I’m passionate about eating plants and wearing old clothes.” w/c 4 Feb: Venetia video about living the B Corp way, using products from Pukka, Divine Chocolate, Who Gives a Crap loo roll and Ecover. w/c 11 Feb: Web takeover on Pebble.com including a consumer article on living the B Corp way and an interview with B Corp, inclusion in the e-newsletter and social posts. w/c 18 Feb: Jasmine blog and social post about living the B Corp way, encouraging consumers to look for the logo Phase one – influencing the influencers
- 17. Influencer activity https://www.youtube.com/watch?v=qoh_s94UANg&t=65s Reach = 24,500 people Impressions = 39,900 people Views = 7003 peopleAvg. view duration: 7mins Likes = 537 Comments = 108 Potential B Corp recruit…
- 18. B Bundles: 14 brands product / vouchers included Sent to 86 influencers List of B Bundle recipients: https://docs.google.com/spreadsheets/d/1MjZOkYOXBHRgswP2vabxeA3KWEymspx- v_XquOkei7I/edit#gid=0
- 19. Influencer activity - influencing the influencers 7700 followers 79300 followers 48600 followers 93000 followers 28200 followers Total potential reach: 256800 people
- 20. Social review Total reach: 425,148 people Total engagements: 6715Video views: 11954 views Content Channel Reach Engagement Clicks B Corp bundle comp Twitter 140,593 348 180 B Corp landing page Twitter 56,963 24 63 B Corp landing page Twitter 33,443 18 63 Venetia Falconer post Twitter 40,450 5 1 B Corp bundle comp Facebook 23,714 1,487 46 B Corp landing page Facebook 17,502 431 235 Clean Greens Smoothie Facebook 5,200 111 71 Venetia Falconer video Facebook 67,213 515 141 (9.8k 10 second views) B Corp bundle comp Instagram 24,838 3,101 Feel New tea Instagram 8,321 322 Venetia Falconer video Instagram 7,451 253 (2,154 video views)
- 21. Rank Email Content Click-through 1 Facebook comp 185 2 Venetia Falconer article 185 3 Waitrose shop hub 163 4 B Corp landing page 98 5 Instagram comp 85 Digital review Content Views B Corp landing page Web page 966 Venetia Falconer Web page 785 Email results – sent at 20.02 at 13:44 Web content results Total reach: 15407 people Total open rate: 4537 Total engagement: 1751
- 22. Instagram story series Total views: 3152 people
- 23. The Pukka Collective • Member sign up: grow database with wellbeing connoisseurs and Pukka superfans • Data collection: meaningful, wellbeing preferences • Consent: GDPR; consent management • Shop: Single Sign-On integration • Reward loyalty and advocacy • Future options: • Community • Education • Order history / replenishment • On-site CRM: data-driven recomendations
- 24. Personalised communication programme Wellbeing preferences drive content and product recommendations High engagement triggers dosha programme and further personalisation Segmented comms e.g. sustainable and ethical living; nurture consumers engaged with Pukka’s Mission
- 25. Future developments New dosha consultation “Your Pukka starter pack” Community participation Ratings and reviews Education “learn to be well with Pukka” Longer-term plan: app integration
Notes de l'éditeur
- Goal of Ayurveda is ‘swastha samatva’- perfectly balanced health. It will help you to be perfectly at ease in your self. Objectives: To grow the fruit & herbal tea category by bringing more people into the incredible organic world of Pukka through taste and wellbeing. Our vision: We will Inspire people to lead a more conscious life through the incredible power of herbs. We will strive every day to help create a ‘Pukka Planet Brand Positioning: For those aspiring to healthier lives, Pukka can make an authentic, deliciously colourful difference to your world by combining the incredible power of organic plants with unique herbal wisdom. Core market: 25-45 women – health conscious, ethically minded Secondary market: 50% of green tea drinkers are men
- In September 2015, the UN announced a new set of Global Goals for Sustainable Development, which include ending poverty, improving global health, ensuring gender equality and mitigating climate change by 2030. It has been widely acknowledged that the private sector will be integral to the provision of the finance to meet the public sector funding gap required to meet these ambitious targets.
- Herb / natural ingredients industry: facts and figures Facts re. quantities collected / cultivated WHO estimates that 80% of the world’s population rely on plants for primary healthcare…
- So, does wild collection serve sustainability or is it just self-service? Conservation through commerce
- This led me to thinking about how can conservation happen in the light of our inherent human need and greed? How can business be a force for good? As its a major part of the problem then business needs to be an integral part of the solution –poverty, health, gender equality and climate change are all addressed with Pukka’s mission in alignment with the UN’s Global Goals for Sustainable Development. How we can no longer rely on government and grants…. The responsibility of business to step forward and make a difference How can business be a force for good? In September 2015, the UN announced a new set of Global Goals for Sustainable Development, which include ending poverty, improving global health, ensuring gender equality and mitigating climate change by 2030. It has been widely acknowledged that the private sector will be integral to the provision of the finance to meet the public sector funding gap required to meet these ambitious targets.
- To ensure we operate as an ethical and sustainable business, we have embedded certification into our business. Partnerships are vital for Pukka to fulfil our commitment to 1% for the Planet.
- Eden is an example of how Pukka’s marketing partnerships create value… Greater than the sum of its parts Tea Box exhibit + sampling, Rainforest biome exhibit, The Big Lunch sampling, Eden Sessions sampling and other event sampling Social Media reach: Facebook 127k followers Twitter 77k followers Instagram 18k followers YouTube 5900 subscribers, 4.7 million views across channels Eden’s website. 2.4million unique hits per year Pukka page has had 456 views in the last year. Teabox numbers are difficult to gauge but we can comfortably average 30 per tasting = I would say 25,000 tastings per year. We don’t measure footfall in specific areas but I think you could say prime exhibit location at Eden with high footfall. If you include the Rainforest exhibit, trail, cafes, shops I think you could easily say 80% of visitors are aware of Pukka in some way. Dwell time at Eden is around 4 1/2 hours. Eden Project – 1 full time Narrator talking to visitors about Pukka Eden Guide book – cir 45,000 3 x articles in The Eden Magazine (Introducing Pukka, FairWild, Cocktails, Winter wellness) – Circ 11,000 Cafes – 3 core – 7 at peak times. 3,000 Big Lunch Can we develop a survey on ipad to get a stat for social / environ impact? Any other way of measuring this? More people drinking organic??
- Vicky
- Georgia