Here we are sharing the results of Fairphone's first positive advertising campaign, which took place at the end of August 2022. So you can find all the results of the campaign below.

Objective of the campaign

To highlight their new sustainable smartphone, the Fairphone 4, Fairphone chose to work with us to launch their first positive advertising campaign on RTBF's Auvio platform.

The objective is to stand out from the crowd compared to traditional advertising and the various competitors, while reaching a maximum number of people. In addition, they wanted to incorporate an ethical dimension into advertising. By using positive advertising, they know that 10% of their advertising budget is donated to an association. Here they chose Eight, which fights extreme poverty.

For this campaign, Fairphone chose to use the pre-roll (the ad comes before the video content) and post-roll (the ad comes after the video content) formats of positive advertising. With a distribution of 70% for pre-roll and 30% for post-roll. On the one hand to ensure the vision of their advertising thanks to the pre-roll format (not skippable) and on the other to use a new innovative format that gives Internet users the choice to watch the ad with the post-roll. This last format also has the advantage of increasing the percentage of clicks and therefore of encouraging the audience to search for more information on their site.

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Results of the campaign

 The Fairphone campaign went very well and had very good results.

In terms of visibility, the campaign was much more successful than initially expected. While there were expected to be 119,000 views of the ad in total, this number rose to 186,568, a nice increase of 56.8%. 124,529 views with the pre-roll format and 62,039 with the post-roll format. In terms of post-roll format, Fairphone achieved a completion rate (vision until the end of the video) of 34.5%. This is an increase of 70% compared to traditional post-roll campaigns. So many more people have discovered this more sustainable alternative to conventional smartphones.

In terms of engagement, the results have also been positive. The average click rate reached 4.11%, which is a very good result for a channel designed primarily for pure visibility. In pre-roll, the click rate reached 3.82% (+ 30% compared to traditional campaigns) while in post-roll, it was 4.73% (+150% compared to the average). These results demonstrate a significant interest in Fairphone through the use of positive advertising.

Finally, we can also add a press dimension since several articles concerning this campaign have been published. Logical when you know that it is not common in the advertising world to see initiatives that have a positive impact on society. Here it is doubly the case: the promotion of sustainable smartphones and the associative support generated by the campaign.

Find here the articles of PUB, Media-Marketing and Digimedia

Conclusion

“The Fairphone advertising campaign was a great success in terms of visibility, engagement and impact! This is the objective of positive advertising: to make more sustainable products and services stand out from the crowd while supporting associative work. To change our consumption habits and to involve advertising in the ecological and social transition. Congratulations Fairphone! ” Elias Printz, co-founder of GiveActions

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