See how Nature's Path improved their digital advertising impact. By partnering with boa and challenging conventional wisdom, a 2024 campaign achieved 40% more clicks while reducing emissions
Here’s something a lot of purpose-driven marketers don’t realize—digital advertising has a real environmental footprint. Every ad, adds up. The impressions, clicks and automated bids involved in online ad campaigns require physical servers and real-world energy consumption.
But there’s exciting news from the intersection of the performance and planet. Take a look at this exciting 2024 campaign for Nature’s Path. You’ll see how strategic media buying can transform both performance metrics and environmental impact.
Any brand can have a blind spot in its overall environmental strategy and commitment to sustainability. Too often, it’s the carbon footprint of digital advertising that slips by unnoticed. Best-in-class sustainable packaging is something you can touch and feel.. Manufacturing processes can be measured, monitored and certified for zero-waste. But the carbon footprint of online outreach and engagement? That can be an invisible culprit lurking in marketing efforts.
Consider this: a campaign with 6 million impressions generates 5.4 tons of CO2—equivalent to driving a car for an entire year. Multiply that across the $262 billion spent on North American advertising in 2023, and you’ll see both the scale and why the time to act is now.
Working with Nature’s Path, North America’s largest organic breakfast company, boa developed and executed a precision media strategy that challenged conventional wisdom. Rather than following Meta’s “broader-is-better” approach, the boa team implemented sophisticated targeting, real-time carbon monitoring and continuous optimization. Using tools like Scope3 for emissions tracking, boa fine-tuned the campaign to maximize impact while minimizing environmental costs.
The result? The 2024 Nature’s Path campaign hit harder and treaded lighter. The numbers tell the story:
The transformation came through boa’s holistic approach to targeting—not just who, but how, what, where and when. The comprehensive framework proved that sustainable media buying isn’t just better for the planet—it’s better for the bottom line.
Think about it. Every unnecessary impression isn’t just wasting your budget. It’s also burning energy in the server farm next door and across the globe. So fix both. With boa’s precision targeting and real-time carbon tracking, you can deliver your message exactly where it needs to go, when it needs to be there, reducing energy consumption and emissions.
As CPG marketers aim even higher in 2025 and beyond, the reality is stark. Internet emissions continue to rise, and AI-powered advertising is accelerating the trend. Purpose-driven brands have an opportunity to lead a better way forward.
Nature’s Path’s success proves that sustainable media buying isn’t just possible—it’s cost-effective. The campaign didn’t just reduce emissions. It created deeper connections with audiences and drove stronger results.
Ready to make your message stick without sticking it to the planet? The tools, technology and expertise exist right now to transform your digital advertising from an environmental blind spot into a force for positive change.
Contact boa at hello@weareboa.com to discover how your brand can achieve what Nature’s Path did — better performance and stronger engagement with a lighter environmental footprint. Starting now, the most powerful messages won’t just move markets. They’ll help move us toward a more sustainable future.