Want to win in marketing effectiveness in 2025? Here's how! (You'll be surprised!)

The team at Creative Equals has been analysing the work from Effie UK across 2024, with the results to be revealed at RISE, on May 15. An emerging theme we are seeing with the award-winners is how social impact, done deeply and authentically, wins in every way. It delivers an ROI hands down but, more importantly, makes a tangible difference to society.

Take, for example, McCain’s long-running campaign, ‘We Are Family’, which took on the challenge that 84% of consumers unable to recall seeing families like theirs represented. Starting with physical diversity and later embracing differing opinions and values, this  celebrated the full breadth of modern family configurations: blended families, multigenerational families, single parent families, LGTBQIA+ and more. The result? Meaningful conversations and shifted public perceptions and fresh strong emotional connections with ‘unseen’ audiences. Over the last nine years, the impact of this strategy is substantial: with 56% surge in sales, 32% profit growth, plus consideration of the brand across all buyers in the market increased by 37%.

Or, Boots – 'The Menopause Monologues', which took on the often-overlooked experiences of menopausal women over 45." This initiative featured women candidly sharing their menopause journeys. Through collaborations, including the Boots Bus partnership with ITV, the campaign provided live, personalised advice.. By tackling healthcare inequalities and addressing the myriad of menopause symptoms, Boots co-created products with 4,000 women and the University of Manchester. The outcomes were impressive: a significant uptick in sales, an increased store footfall, and, most importantly, a jump from 21% to 72% in viewers recognising their own menopause symptoms. 

Then there is Ford's – 'Make It Visible', an unsung campaign confronting the silent crisis of mental health within the construction industry - a sector where a "macho" culture often deters individuals from seeking help. Partnering with the Lighthouse Construction Industry Charity, Ford introduced ‘Higher-viz’ safety vests to identify on-site mental health counsellors, making support as visible as physical safety measures. A nationwide site tour brought Mental Health First Aiders directly to workers, ensuring accessibility. By engaging over 800 trade organisations, the #MakeItVisible programme reached thousands of workers, embedding mental health support into standard site safety protocols and saving lives.  

As Marc Pritchard, Chief Brand Officer at Procter & Gamble, states: "Half of P&G’s growth over the last three years has come from including previously excluded audiences." Inclusive marketing works and when social impact is in the mix, this is a win for everyone - and might just score you an Effie Award too.