What do we really know about a purpose campaign? We know that eliciting an emotional response and sustainability are strategies that can deliver greater brand strength and appeal. Beyond that, there’s little else. So little, in fact that the industry hasn’t even agreed on how to properly define a purpose campaign.
The ARF and Kantar set out to uncover those defining characteristics. The result is Cracking Brand Purpose, a study completed in late 2019 that establishes a best-inclass framework that can be used to inspire, develop and evaluate purpose campaigns. Read more.