Great Leaps Forward

INTRODUCTION

Cherry Tiger is helping worldwide social impact investment
co-operative Oikocredit attract affluent, well-educated and socially aware investors in the UK and Ireland. So when we had an opportunity to develop a partnership for Oikocredit, bringing together The Guardian’s respected editorial with advertising, it seemed like the perfect fit.

THE CHALLENGE

Our challenge has always been to reach a large enough volume of people, with healthy sums to invest, at an affordable cost. The Guardian’s proposal offered Oikocredit the chance to cost-effectively raise their profile among over 66,000 influencers and decision-makers actively interested in sustainable business and international development.

OUR RESPONSE

The resulting partnership saw The Guardian publish a series of specially commissioned online articles; some featuring Oikocredit projects in Africa, Asia and Latin America in the ‘Sustainable Business’ section of their website and newspaper. The articles were sponsored by Oikocredit, and supported by online advertising, culminating in Q & A sessions and an evening seminar featuring representatives from Oikocredit and other experts in sustainable agriculture.

The Guardian also gave Oikocredit their own online ‘Partner Zone’ where they could upload their own stories of social investing from around the world, again supported by online advertising. The activity was further enhanced by off the page display advertising in Guardian Weekend and Observer magazines.

 

OUR IMPACT

Oikocredit are delighted that the activity has raised
their profile among key influencers and decision
makers, aiding their ability to become a respected voice
within the development and social impact investing space.

It has also been a factor in increased advertising effectiveness – generating a significantly higher value of investors over the period, at a cheaper cost per acquisition
than prior activity.

Oikocredit, whilst well-known and well-respected in many countries is relatively young in the UK and Ireland, with low brand awareness. On a small budget, we therefore wanted to inject our voice into the mix of core influencers in social investing and development, whilst encouraging institutional and everyday investors into our financial product.

Piggy-backing off the Guardian brand by negotiating a mixed editorial, advertising, sponsorship campaign has pushed us forward into the minds of influencers whilst actively encouraging higher value investors into our investing product.

Monica Middleton, National Director, Oikocredit UK & Ireland

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MIKE ASHTON