Effective Brand Communication for Sustainable Funds using Programmatic Marketing
Nordman, Nina (2022)
Nordman, Nina
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022053113545
https://urn.fi/URN:NBN:fi:amk-2022053113545
Tiivistelmä
This thesis was completed as a project, where the main objective was to increase brand awareness concerning sustainable ecolabeled funds. The topic was mutually agreed on with the author and the client company, and was based on the needs of the client company. The scope of the project included introducing ways to increase brand awareness. The scope was limited to concern the Finnish market, as per requested by the client company. Due to the sustainability aspect of the ecolabeled funds, the concepts of sustainability and sustainable finance were explained in the thesis. Sustainability was further explained from a brand point of view as well as the challenges of communicating sustainability in branding. The concepts of brand identity and brand awareness were explained in the thesis, since the main objective was to research ways to build brand awareness regarding the ecolabeled funds. Additionally, programmatic marketing methods and principles were explained and implemented in the thesis. Programmatic marketing was selected as the marketing approach due to the fact, that programmatic methods and systems can be used in building brand awareness as well as in targeting the right audience for the brand. The selected research method for the project was constructive research, because the project included use of both existing theory with the combination of new empirical data. The project work’s objective was to create a new way of increasing brand awareness of the ecolabeled funds. The project required comprehensive understanding of the research topic and objectives, and therefore the suitable research method was qualitative. The objective was to generate new ideas and solutions for the project work. As a delivarable of the thesis project, a programmatic campaign plan was included in the thesis work. The campaign plan introduces programmatic marketing and tools, and explores how programmatic marketing can be used as a vehicle to promote brand awareness and increase brand visibility. The campaign plan includes creative ads, which were designed by the author for the use of the client company. The creative ads were designed as examples of communicating the brand promise. Additionally, the ads were designed to include visual brand elements as well as communicating the brand by marketing text. As an outcome of the project, it is found that the combination of existing marketing theory and programmatic methods can be successfully used in a real-case solution to build brand awareness. In the constant development of digital marketing, it is beneficial to choose programmatic marketing as an approach because it acts as a leading force in the progress of the digital marketing.