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Nasdaq—a place which I recently tricked into letting me speak at its marketing team meeting—recently spoke with me about a pretty intricate environmental, social, and governance (ESG) campaign that got me thinking about ESG.
Partnering with CNN’s branded content studio, Nasdaq produced a three-episode video series around its technology, expertise, and insights in the ESG field that contribute to economic development and well-being.
- “We want to tell stories of real people who are able to reach their full potential,” Nasdaq's director of corporate comms told Marketing Brew.
- The series will air on CNN global platforms including social, digital, CNNGo and CNNi—as well as CNBC and all Nasdaq digital channels.
Example: The first film highlights how Nasdaq’s NextGen Data provides access to opportunity in underserved communities.
After digging deeper, I couldn’t help but wonder—do marketers need a mega content studio like CNN’s—or, at the very least, longform content—to pull off a successful ESG play?
More importantly: "From Patagonia to PayPal companies that do the right thing have the right results. By focussing on the story of people, society and culture they deliver the results they need for the spreadsheets," wrote former Publicis CGO Rishad Tobaccowala on the new ESG.
TL;DR: Longform vs. shortform content is less important than quality content when it comes to ESG campaigns.