What Are We Working On Today? Fair Trade Month Campaigns!
With the absolutely beautiful Chanticleer Gardens in Wayne, PA as his backdrop (seriously, go before it snows!), Arc Intermedia’s Dave is here to talk about something incredibly important: Fair Trade Month!
In this episode of “What Am I Working On Today?”, Dave pulls back the curtain on our agency’s exciting work with Fair Trade USA, the leading certifier of Fair Trade products in the U.S. Get ready to learn how your everyday purchases can make a lasting impact!
Why Fair Trade Matters (Beyond the Label)
October is Fair Trade Month, and it’s a cause close to our hearts. Fair Trade is all about ensuring that farmers, fishers, and workers are paid fairly, operate in safe conditions, and have the resources to invest in their communities. Every time you choose a Fair Trade Certified product, you’re directly supporting ethical trade, protecting our environment, and funding vital community-led development. It’s a true “Purchase With Purpose!”
Behind the Scenes: Our Campaigns for Fair Trade USA
Our client, Fair Trade USA, is on a mission to help companies source ethically and make the world better for everyone. To support Fair Trade Month, our team at Arc Intermedia has been working tirelessly, launching two distinct campaigns: one for consumers and another for businesses.
The Consumer Journey: From Awareness to Action
For the consumer campaign, our first goal is to build massive awareness to inspire buyers to take action. We kicked things off with Connected TV (CTV) commercials airing across the US. This strategy is fantastic for gaining mass exposure and building credibility, and we’ve been deep in the metrics this morning, ensuring our pacing, CPM costs, and audience targeting are all on track.
Soon, we’ll pivot to powerful social media advertising, driving consumers to dedicated pages where they can discover where to buy Fair Trade products, learn how to join the movement, and sign up for email updates.
Targeting Businesses: A Strategic Approach
Our business-focused campaign also aims to build awareness and drive action, but with a very different approach. This required unique messaging, distinct creative, strategic video placements, and a highly targeted LinkedIn campaign. We’re closely monitoring its performance to ensure we’re reaching the right business leaders with the right message.
Your Initiative Needs a Strategic Path
If you have an initiative that needs to move people from initial awareness all the way to taking action, you need a robust media plan with a strategic progression. This ensures your audience moves through the process effectively, transforming interest into tangible results.
So, keep an eye out for our TV commercials and social ads! And when you’re shopping, please consider looking for the Fair Trade Certified label. It’s an easy way to Purchase With Purpose and be part of a global movement for good.
Watch, Subscribe, and Join the Movement!
I’m Dave from Arc, and I hope this helps shed some light on the impactful work we’re doing.
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