Our extensive experience in journalism and media has made us specialists in pr, digital communication and storytelling
We identify great stories and make them take on a life of their own
We translate your purpose into communication that makes headlines and projects your message into society
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Purpose &
Brand-
Activism
The brewer J. C. Jacobsen put it beautifully:
A company has a perpetual duty to give something back to the society they exist in – as Jacobsen himself happily did during a beer fair in Vienna, where he distributed the pure brewer’s yeast that revolutionized the industry in 1884.
Had Jacobsen not been so generous, today’s Carlsberg would have been the world’s largest brewery – perhaps even the world’s largest biotech company. But the brewer was armed with a purpose.
He put social responsibility and morality ahead of profit, and his life and business philosophy was not to keep knowledge that help others to himself.
Purpose creates relationships, a sense of belonging and the feeling of being part of something bigger, which has crucial implications on the way you communicate.
Essentially, purpose is synonymous with value, commitment and the things you want to do beyond simply handing your products over the counter.
For example, the jury of KOM19, where we and Carlsberg received the award for the best campaign, said the following:
Today, having a purpose - an objective for your company - is more important than ever. Purpose creates relationships, a sense of belonging and the feeling of being part of something bigger, which has crucial implications on the way you communicate.
A year ago, few people were aware of the fact that Carlsberg had been working on its ambitious Together Towards Zero sustainability strategy for years.
Today, most people know that Carlsberg’s new 6-pack has eliminated the equivalent of 60 million plastic bags a year from polluting the environment. This change in awareness occurred because Carlsberg succeeded in translating sustainability into concrete, impactful action, rather than merely saying that someone else ought to do something.
Consumers immediately rewarded Carlsberg for its initiative, with sales of Carlsberg’s 6-pack growing year-on-year by 19% in Q1 2019.
Such growth is usually completely unheard of for a retail product, where a modest 1-2% increase in sales is cause for celebration.
That is also why we do not only focus on the product and service, but also on the values that bind us together.
We translate your purpose into communication that makes headlines and projects your message into society
Based on our classic journalistic working methods and unique rhetorical tools, we build a strong and meaningful narrative that revolves around the target audience.
We translate your purpose into communication that makes headlines and projects your message into society. The marketing campaign on Carlsberg’s plastic-free 6-pack has now collected three coveted awards for its distinctive execution based on our narrative, which saw worldwide application.
As the brewer and founder of Carlsberg said, one has a duty to make a proper effort, and in general, what you have done today can always be done even better tomorrow. To put it in ”Carlsbergian” terms: “Brewing for a better today and tomorrow.”
Sustain-
ability
Sustainability determines election campaigns, the brand value of your company and which product the consumer takes off the shelf.
At CommunityContent, we are specialists in finding, formulating and telling inspiring stories about companies’ sustainability initiatives.
We convert good intentions into strategies, toasts and annual reports into concrete, impactful content that creates enthusiasm and is remembered by a wide audience.
For example, we helped Carlsberg tell the story of their new 6-pack that was free from plastic wrapping – a concrete, recognisable symbol of the green transition.
We developed MENY’s campaign on organic products and helped explain how Nykredit selects stocks for responsible investments.
Sustainability has rapidly risen to the top of the strategic agenda for companies and organisations. This has ranged from the Confederation of Danish Industry’s green growth plan that aims to reduce Denmark’s carbon footprint by at least 65 per cent to Danish pension funds’ DKK 350 billion investment into the green transition towards 2030.
Our journalistic approach helps the companies’ green initiatives distinguish themselves from the crowd so that they are remembered by customers, consumers, employees, shareholders and politicians.
We take pride in delving into every single case, identifying and assessing every angle and avoiding pitfalls, platitudes and greenwashing.
You can view our cases here
PRess
TWO SMALL PR AGENCIES ENSURED THE SUCCESS OF CARLSBERG’S SUSTAINABLE STRATEGY
The launch of Carlsberg’s sustainable 6-pack, Snap Pack, resulted in more than 200 media mentions and tens of thousands of video views on Facebook and LinkedIn.
“It definitely surpassed our expectations,” said Jeppe Boel, head of marketing at Carlsberg.
Behind these efforts were two PR agencies that have had their contracts renewed by the brewery.
You can read the article from Markedsføring here
PURPOSE FOR EVERY PENNY
“The campaign has had just the right combination of ‘earned, owned and paid media’, and it has succeeded in making our product, advertising and communication efforts work together seamlessly. The campaign has communicated a message and offered an action that results in bottom-line growth while also encouraging positive behavioral change among consumers.”
Jury’s statement on the handing out of the 2019 Campaign of the Year Award.
You can read the article from Bureaubiz here
“AN INSANE POWER DEMONSTRATION IN EXECUTION AND
CAMPAIGN ORCHESTRATION”
ERING”
“The fact that the campaign has also helped boost the sale of canned beer by double-digit rates is as unprecedented as it is impressive. This is an insane power demonstration in execution and campaign orchestration of PR, TV, cinema, OOF, digital, events and in-store activation. The jury has nothing but praise for the massive accomplishment that is the launch of the Snap Pack by Carlsberg and its partners.”
Thomas Wahl, chairman of the jury, Markedsføring
You can read the article from Markedsføring here