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
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.
Technical Publications
- Automating, Operationalizing and Productizing Journalistic Article Analysis
- Using Data Science to Facilitate Civic Action
Whitepapers
Ebooks and Thought Pieces
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
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:
Actions:
|
|
|
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:
Actions:
|
|
|
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:
|
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.
Social purpose drives brand growth.
If your brand’s social good is its best-kept secret,
Public Good can help.