Elements of a Successful Purpose Campaign

Discusses the findings of ‘Cracking brand purpose’, a joint report by the ARF and Kantar on the science of effective brand-purpose campaigns.

Defining what makes purpose-driven marketing campaigns successful has historically been more art than science. In an effort to shift the balance squarely back in favor of science, the ARF and Kantar have introduced Cracking Brand Purpose, a study that identifies the elements that create leading purpose-driven campaigns and provides a best-in-class framework to shape, guide and evaluate future campaigns.

The study considered existing theory and, as one might expect, analysis of creative award winners such as those entered into the ARF’s Ogilvy Awards, the WARC Awards and Cannes Lions. The study also explored social networks, editorials and industry platforms to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands