Social purpose drives brand growth.

 

If your brand’s social good is its best-kept secret,
Public Good can help.

87%

of people say they
take purpose into account
in purchasing decisions.

– Cone Communications

Public Good is the industry leader in raising brand equity by engaging consumers in a brand’s purpose.

When people read news on topics they care about, like natural disasters, climate change, racial equity, or hunger, they feel motivated to do something. 

Public Good’s contextual purpose targeting identifies this content and gives readers actions they can take to get involved alongside your brand.

Contextual
purpose
targeting

Privacy
compliance

Proprietary
brand
safety

If consumers think a brand has a strong purpose, they are

4x

as likely to purchase from it

4.5x

as likely to recommend it to friends and family

– Zeno Group

Public Good’s context and action-based approach is the most effective way to engage consumers in your brand.

We take storytelling to the next level.

Public Good is more effective at:

 

Driving consumer behavior change.


10x
higher
participation rates than traditional digital marketing.

Raising social good brand awareness.


5-30x
higher engagement rates than traditional digital marketing.

Building brand trust and equity.


Average brand lift of
11 points as measured by multiple third-party studies.

Increasing public good.


More than 3.8 million actions taken to learn more, give help, and get help.

Public Good got
the tone and sentiment
right.

– Microsoft 

Ad Council
AstraZeneca
CVS Health
Gatorade
Liquid I.V.
Maybelline
Nestlé
Postmates
Two Good
The Allstate Foundation
Burt's Bees
Danone
Happy Family Organics
L'Oréal
Microsoft
NHL
REI
UBS
AICR
CeraVe
Doctors Without Borders
Inspire Brands
Love Beauty and Planet
Mindshare
NRDC Action Fund
SEIU
Undeniably Dairy
Weber Shandwick
American Lung Association
Clorox
Edelman
Kids in Need of Defense (KIND)
Lyft
Mtn Dew
Pepsi
Seventh Generation
Unilever
YWCA
Arbor Day Foundation
Conagra Brands
First Book
La Roche-Posay
Mars
National Network of Abortion Funds
Pfizer
Target
Vaseline
Arby's
Cure Violence Global
Bill & Melinda Gates Foundation
Lenovo
Mattel
National Wildlife Federation
Planned Parenthood
The Right To Shower
Verizon
Ad Council
The Allstate Foundation
American Institute for Cancer Research
American Lung Association
Arbor Day Foundation
Arby's
AstraZeneca
Burt's Bees
CeraVe
Clorox
Conagra Brands
Cure Violence Global
CVS Health
Danone
Doctors Without Borders
Edelman
First Book
Bill & Melinda Gates Foundation
Gatorade
Happy Family Organics
Inspire Brands
Kids in Need of Defense (KIND)
La Roche-Posay
Lenovo
Liquid I.V.
L'Oréal
Love Beauty and Planet
Lyft
Mars
Mattel
Maybelline
Microsoft
Mindshare
Mtn Dew
National Network of Abortion Funds
National Wildlife Federation
Nestlé
NHL
NRDC Action Fund
Pepsi
Pfizer
Planned Parenthood
Postmates
REI
SEIU
Seventh Generation
Target
The Right to Shower
Two Good
UBS
Undeniably Dairy
Unilever
Vaseline
Verizon
Weber Shandwick
YWCA

When a company
leads with purpose,
consumers are

72%

more likely to be loyal to it.

– Porter Novelli

Public Good is an established thought leader in purpose tech.

Starting from our roots at the Obama 2012 campaign, we’ve been developing the world’s leading proprietary AI for impact and sharing our expertise via action campaigns, speaking engagements, whitepapers, peer-reviewed articles, and sector events.

 

2024 dates coming soon!

Public Good’s purpose and tech experts are available to participate in conferences, interviews, private learning sessions, company workshops, and other relevant events.  We look forward to talking with you!

Speaker Profile: Melissa Anderson (.pdf)
President and Co-Founder


Beyond Profit Podcast
Engage for Good
Digiday CMO Summit
Responsible Business Summit 2020
Gates Foundation Greater Giving Summit
Reuters Company Purpose
Brand Influencer Awards
BostAAN 2021
Engage For Good 2020
NUVention
Reuters Engaging Consumers
Purpose, Inc. Podcast
Sustainable Brands 2019
From Day One Chicago 2019
ONA18 Machine Learning
NewCo SHIFT Forum
Microsoft Big Shoulders 2018
BizCast 2018
Sustainable Brands 2018
Bloomberg Data For Good
Chicago AI Days
BizCastHQ 2016
Goodvertising 2016
CUSP 2015

The days of humility are over —
it’s no longer enough to have a purpose,
it needs to be shared.

– Zeno Group 

Public Good programs drive awareness, engagement, and statistically significant brand lift.

Pfizer

This program drove awareness of Pfizer's scientific breakthroughs that change patients' lives. 

Purpose:
Scientific progress

Actions:

  • See science in action: Drove readers to Pfizer’s new breakthroughs.com site.
    Result: Increased site traffic and awareness.

  • Keep up-to-date on science's progress: Subscribed readers to Pfizer’s newsletter.
    Result: Ongoing communication with consumers through first party data.
  • Share the science with your network: Readers shared Pfizer’s breakthroughs.com site on their social media accounts.
    Result: Awareness, amplification and site traffic.

 

 

 

 

Danone's Two Good

 

This program drove awareness around Two Good's role as a leading purpose-driven brand. As a delicious, low-sugar Greek yogurt, Two Good is good for you; it is also good for the planet, fighting food waste and addressing hunger.

Purpose:
Fight hunger and food waste

Actions:

  • Buy a cup of yogurt to help feed everyone well: Enabled readers to locate or purchase Two Good yogurt, within the Action Unit.
    Result: Purchased product.

  • Feed yourself well with a low-sugar recipe: Displayed Two Good's vast collection of recipes via Pinterest.
    Result:
    Awareness and traffic to social.

    • Do good for others by supporting food rescue organizations: Empowered donations to Two Good's non-profit partners.
      Result:  Awareness and association of the brand with purpose.

     

     

     

    L'Oréal's CeraVe

     

    This program invited motivated people to join CeraVe in saying thank you to nurses, our healthcare heroes. CeraVe highlights the brave and crucial work of nurses and proudly sponsors the American Nurses Foundation.

    Purpose:

    Honoring and thanking nurses for their work during the COVID-19 pandemic and beyond.

    Actions:

    • Send a message of thanks: Empowered readers to share notes of gratitude for nurses.
      Result: Awareness and collection of brand assets.
    • Hear a hero's story: Brought readers to CeraVe's Thank You Nurses site to view the stories of several healthcare heroes.
      Result: Awareness and video views.

    • Spread the word: Readers shared the Thank You Nurses site via social media.
      Result: Awareness, amplification, and site traffic.

    Pfizer

    This program drove awareness of Pfizer’s scientific breakthroughs that change patients’ lives. 

    Purpose:
    Scientific progress

    Actions:

    • See science in action: Drove readers to Pfizer’s new breakthroughs.com site.
      Result: Increased site traffic and awareness.

    • Keep up-to-date on science’s progress: Subscribed readers to Pfizer’s newsletter.
      Result: Ongoing communication with consumers through first party data.

    • Share the science with your network: Readers shared Pfizer’s breakthroughs.com site on their social media accounts.
      Result: Awareness, amplification and site traffic.

      Danone’s Two Good

      This program drove awareness around Two Good’s role as a leading purpose-driven brand. As a delicious, low-sugar Greek yogurt, Two Good is good for you; it is also good for the planet, fighting food waste and addressing hunger.

      Purpose:
      Fight hunger and food waste

      Actions:

      • Buy a cup of yogurt to help feed everyone well: Enabled readers to locate or purchase Two Good yogurt, within the Action Unit.
        Result: Purchased product.

      • Feed yourself well with a low-sugar recipe: Displayed Two Good’s vast collection of recipes via Pinterest.
        Result:
        Awareness and traffic to social.

      • Do good for others by supporting food rescue organizations: Empowered donations to Two Good’s non-profit partners.
        Result:  Awareness and association of the brand with purpose.

      L’Oréal’s CeraVe

      This program invited motivated people to join CeraVe in saying thank you to nurses, our healthcare heroes. CeraVe highlights the brave and crucial work of nurses and proudly sponsors the American Nurses Foundation.

      Purpose:

      Honoring and thanking nurses for their work during the COVID-19 pandemic and beyond.

      Actions:

      • Send a message of thanks: Empowered readers to share notes of gratitude for nurses.
        Result: Awareness and collection of brand assets.
      • Hear a hero’s story: Brought readers to CeraVe’s Thank You Nurses site to view the stories of several healthcare heroes.
        Result: Awareness and video views.

      • Spread the word: Readers shared the Thank You Nurses site via social media.
        Result: Awareness, amplification, and site traffic.
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