{"id":29019,"date":"2017-07-31T15:55:50","date_gmt":"2017-07-31T13:55:50","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=29019\/"},"modified":"2024-04-16T14:39:49","modified_gmt":"2024-04-16T12:39:49","slug":"ben-jerrys-climate-change-campaign-case-study","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2017\/07\/ben-jerrys-climate-change-campaign-case-study\/","title":{"rendered":"Ben & Jerry’s Climate Change Campaign [CASE STUDY]"},"content":{"rendered":"

As a social media data analytics and research company<\/strong>, we’re always interested in how big brands manage their campaigns and what we could possibly learn from their successes<\/strong> or<\/strong> failures<\/strong>. In order to shed light on the concept of societal<\/strong> and<\/strong> social<\/strong> marketing<\/strong>, this case study\u00a0first gives an overview of the ice cream producer Ben & Jerry\u2019s, followed by an analysis of\u00a0\u201cIf it’s melted, it’s ruined!\u201d <\/strong>–\u00a0Ben & Jerry’s climate<\/strong> change campaign<\/strong>. Their campaign has taken off quite well in the past two years and this can be closely seen in the release and expansion of new ice cream flavors that are vegan<\/strong> (i.e. non-dairy, less polluting ones) which are also lactose-intolerance friendly.<\/p>\n

Coauthors:<\/strong> Martin Kasperski<\/a>,\u00a0David Omar<\/a>, Kishan Patel<\/a>, Utsav Purohit<\/a><\/p>\n

Company Background<\/h2>\n

Ben and Jerry\u2019s was founded in 1978 by Ben Cohen and Jerry Grienfield with a capital investment of 12,000 $. The first ice-cream batches were produced in a modified gas station which they had bought at the time. By 2000 Ben & Jerry\u2019s was acquired by Unilever for $326 Million through a hostile takeover. The company’s revenue is at $521 million, which accounts for 1% of Unilever\u2019s total revenue.<\/p>\n

Efforts by Ben & Jerry\u2019s with their Climate Change Campaign<\/h2>\n

Ben & Jerry\u2019s has made a significant impact on the social issue of Climate<\/strong> Change<\/strong> through numerous actions which they have undertaken since 2002<\/strong>. These efforts are both economically<\/strong> sustainable<\/strong> for the company as well as Positive<\/strong> Social<\/strong> Change<\/strong> generators in the society.<\/p>\n

Creating Awareness with Marketing<\/span><\/h3>\n

Ben & Jerry\u2019s primary focus of the campaign is to market their participation in the\u00a0climate change marches<\/strong><\/a> around the world. They advertise this campaign with the videos of the marches along with facts and figures concerning climate change and the march itself.<\/p>\n

With the help of this movement, the company intends to spread awareness regarding the online petition initiated by them. Over 3.5 million people<\/strong> signed the petition which was submitted to the United Nations Climate Summit of 2015<\/strong>.<\/p>\n

In this conference, an agreement commonly\u00a0referred to as the Paris<\/strong> Agreement\/Accord<\/strong> was reached and the main takeaway was to keep global average temperature increase below 1.5\u00b0C\u00a0<\/strong>by 2100. A video was released narrating the effects of 2\u00b0C change on the ice cream as well as the environment<\/strong>.<\/p>\n

Through such advertisements, the company has not only managed to spread its brand awareness<\/strong> across their potential customer\u00a0base, but has also been successful in igniting a spark among the general public regarding the significance of the issue.<\/p>\n

Furthermore, awareness within the society is spread through online blogs focusing on issues and news relating to climate change. The company\u00a0has also released products with awareness<\/strong> quotes<\/strong> printed on them; adding\u00a0further value to their campaign.<\/p>\n

Moreover, Ben & Jerry\u2019s has also laid emphasis on addressing the environmental difficulties faced by\u00a0countries that are less economically developed and also stated that its the responsibility<\/strong> of countries with well developed economies to help in resolving the issue.<\/p>\n

\"Start<\/a><\/span><\/span><\/p>\n

Actions to Reduce Carbon Emissions<\/span><\/h3>\n

Ben & Jerry\u2019s undertook several steps for reducing their own carbon footprints over the years. The company\u2019s pledge of using 100% renewable\u00a0energy sources by the year 2020 reflects their commitment towards their climate change campaign.<\/p>\n

Additionally, a new in-company tax system was introduced with the aim of raising funds for the programs to reduce on farm emissions. Under this system, the company raises $10 USD for every metric ton<\/a> of greenhouse gas they produce. The funds collected are used to fund other social programs.<\/p>\n

Furthermore, the company also installed an Anaerobic Floatation Reactor called Chunkinator which converts ice cream waste into Bio Gas. This gas is used to power the factories and thereby significantly reduces their greenhouse emission.<\/p>\n

Analysis of Ben & Jerry\u2019s Climate Change Campaign<\/h2>\n

Campaign Analysis – Ben & Jerry’s Performance on Facebook, YouTube,\u00a0<\/span><\/h3>\n

In order to analyze the campaign and Ben & Jerry’s performance in general, we looked at different profiles ranging from YouTube<\/strong> to<\/strong> Instagram<\/strong> trying to identify how intensely the campaign was promoted and peoples’ reactions to this campaign and others Ben & Jerry’s are active in<\/a>. We also focused quite a bit on how people perceived the campaign and what their reactions were to a dairy<\/strong> company<\/strong> working towards climate<\/strong> change<\/strong>.<\/p>\n

As far as data goes in the analysis of Ben & Jerry\u2019s climate change campaign, not much is available from conventional sources. The reach of the campaigns was not highly viral; their highest video only accumulating approximately 128,000 views<\/strong> for the English version of the video and 164,000 for the Portuguese<\/strong> version as shown below on YouTube.<\/p>\n

Furthermore, the financial records of the company are not readily available and we were only able to access Unilever annual reports which limited the ability to assess the effect and outcome of the campaign. A feasible key performance indicator (KPI) is the reach of the campaigns measured in views.<\/p>\n

In the following sections a more in depth look will be taken at various aspects surrounding the campaign in order to have a better evaluation of its performance.<\/p>\n

Ben & Jerry’s Climate Change Video:<\/span><\/p>\n