Sustainable Pittsburgh engaged Fifth Influence to develop a communications campaign for the CEOs for Sustainability. The objective of the campaign was to help secure sustainability commitments from 75 Southwestern PA businesses and organizations and change the regional economic development conversation among our region’s C-suite decisionmakers to one focused on sustainable business practices. Along with campaign concept and message development, Fifth Influence produced all creative deliverables and plans and managed paid digital campaigns.
The campaign ran in the winter and early spring of 2020 and produced promising early results. It was paused in March 2020 due to COVID-19. The initiative was sidelined completely in the fall of 2020 due to shifting organizational priorities given the impact of the pandemic on businesses in the region.
Performance highlights include:
Click-through-rate of 0.73% which is over 3x better than the AdStage Q4 2019 benchmark of 0.22%
Lead form completion rate of 11.32%
Cost-per-click of $0.18 was 110% better than the AdStage benchmark of $0.40
CPM of $2.17 performed 67% better than the AdStage benchmark of $6.54
“Sustainable Pittsburgh worked with Fifth Influence to launch a campaign in late 2019 featuring CEOs for Sustainability calling on their peers to adopt a sustainable business strategy. Despite a challenging timeline, Fifth Influence stepped up to the plate. They were flexible, responsive, and critical to helping us get the project off the ground.” Ginette Walker Vinski