The Green River Project (GRP), a sustainability initiative in Nigeria, and the people that benefit from this are at the heart of a new advertising campaign across CNN International’s digital platforms. The campaign explores how Eni, one of the biggest energy companies in the world, positions the influence of the 30-year project by providing a source of employment and improving living standards.
The campaign tells stories from people in Nigeria whose way of life and work has been enhanced by Eni’s sustainability initiatives. The human story of the benefits of the GRP are narrated by farmers and locals who explain how the techniques to advance farming have impacted them and how their quality of life has improved. These collected works form branded content which is hosted on an advertisement which takes CNN’s global audience through Eni’s sustainability and social efforts via an interactive timeline, illustrations, audio, videos and photography.
All the content for the campaign was produced by CNN International Commercial’s branded content studio, Create, and is promoted natively across CNN Digital platforms and social media using sophisticated data targeting tools such as CNN AIM (Audience Insight Measurement) to reach key audiences in Europe, Africa & US.
Cathy Ibal, Vice President Advertising Sales, CNN International Commercial: “Eni wants to share their story of sustainability practices and the Green River Project in new and innovative ways. Eni has partnered with CNN International Commercial to communicate the company’s positive impact and initiatives, through its commitment to CSR, to our global audience.”
Executive Vice President, External Communication, Eni, Marco Bardazzi: “Our choice to work with a major media player such as CNN comes from our content strategy that looks to tell the world about the fruits of a long-term relationship with local stakeholders, a result which has always distinguished Eni in the countries where it operates, especially in Africa. We have done this by storytelling through the voices and expressions of the people who benefit from the Green River Project every day. The outcome is unique thanks to the contents and the user-experience which guides the audience in the project history through places, individuals and events.”
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