BACKGROUND
This project was for a client in the sustainable homeware space. The goal was to use B Corp Awareness Month to build genuine credibility with purpose-led consumers and businesses researching the certification, rather than producing the celebratory content that floods the space every October.
I built the entire campaign around a single central piece: a 3,400-word honest account of what B Corp certification actually costs and demands, published on the first day of the month. Every channel activity across October was atomized from that one piece rather than created independently, covering three emails, fourteen social posts, two paid ads, three blog posts, and a full PR pitch built around the cost transparency data. The decision to lead with a full financial breakdown, £84,000 over two years, was the strategic pivot that made the campaign distinctive and gave the PR pitch a specific, unusual hook.
The result was 4,280 report downloads, 1,840 new email subscribers, four press placements including The Guardian Small Business, 11 new backlinks, and a measurable increase in new customers citing the brand's B Corp status in post-purchase surveys, up from 22% to 31%.
