Online video leads across campaigns using sustainability as a creative strategy

Zoe McCready

An overview of the lead media used by campaigns using sustainability or responsibility as a creative strategy in the Effective 100.

Online video is more likely to be used as lead media in campaigns that use sustainability or responsibility as a creative strategy than the average campaign in the Effective 100, according to the Lessons from the Effective 100. The report is an analysis of the WARC Effective 100, a ranking of the world’s most awarded campaigns and companies for effectiveness.

In the Effective 100, 41% of campaigns used sustainability or responsibility making it the most popular creative strategy this year. These campaigns are less likely to lead with television (13% vs 30% across all strategies) and instead look...

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