Standing out among the many organisations attending and profiling COP28

Challenge

The challenge during COP28 was that many organisations were making a lot of noise, all trying to get attention. 

So, our mandate was not only to participate but also to make our content stand out, attract meaningful engagement, tell stories that fit with the big COP28 discussions, and uniquely show Cummins AME actively dealing with climate change issues.

Action 

Our plan was clear: to smoothly include Cummins in important climate change talks, ensure we have a strong presence, and show our strong commitment to fighting climate change. 

This effort, titled #CumminsAtCOP28, was a smart communications approach that aimed to spread awareness and show Cummins as a key player in the sustainability discussions at COP28.

We strategically used social media coverage to make Cummins a leader in climate change talks, highlighting our impact and innovation. Within the company, we saw an opportunity to use internal comms better, making employees feel proud and engaged. Turning employees into advocates using emails and social media worked well in reaching and involving them.

Result 

The COP28 campaign witnessed employee engagement on LinkedIn – 
all responses were positive and encouraging, likely contributing to our campaign’s success.  

The page received 705 views, with a 10.4% engagement rate. There were 245 unique visitors, constituting 3.5% of the total views. Additionally, the custom button garnered 8 clicks, achieving a 33.3% click-through rate.

While achieving moderate engagement, Facebook succeeded in reaching a broader, more diverse global audience than LinkedIn.The findings highlight that diverse content formats, direct language, 
and timely posts played a key role in achieving higher engagement rates.