Results
In Austria, we partnered with Tchibo Austria, a coffee and retail brand known for its ReUse for textiles program that invites customers to return and refill durable packaging and to give textiles a second life. The campaign waas set up in close collaboration with agency Netzeffekt and over four weeks, we ran an A/B test in Adform FLOW using Carbon Reduction (powered by Scope3): two mirrored line items - one with Carbon Reduction ON and one for measurement only. The Carbon Reduction line achieved a major reduction in estimated media supply-chain emissions, with outstanding campaign outcomes.
kgCO2 emission reduction
conversions
kgCO2 saved
Why Adform:
Tchibo Austria chose Adform because we were already a trusted partner within the wider Tchibo ecosystem and we operate as a European-based global platform with strong GDPR alignment. That combination - familiarity, regional roots, and enterprise scale - let us set up a controlled, privacy-first A/B test. Our integrated Scope3 capabilities, transparent reporting, and ability to keep all other campaign settings identical enabled clean readouts and actionable decisions. With us, sustainability is not a side quest - it’s a lever to change the game while keeping full control over pacing and performance.
Challenges:
Sustainability is a strategic priority for Tchibo Austria. Having progressed CO2 emissions reduction across the business, the team turned to digital marketing to quantify and lower media supply-chain emissions. The question: could we meaningfully reduce emissions for a ReUse-focused campaign in Austria without disrupting delivery or diminishing conversions? The brief called for a disciplined test, privacy-compliant setup, and results the business could trust.
Solution:
We ran a clean A/B in Adform FLOW over four weeks in Austria: two mirrored line items - one with Scope3 Carbon Reduction ON (“Blocked”), one with measurement only (“Measured”). Budgets, targeting, formats, and scheduling were identical. Carbon Reduction excluded the highest-emitting supply paths; the control only measured. Emissions (via Scope3) were 284 kgCO2 vs. 685 kgCO2 - a 59% cut, saving 401 kgCO2 (≈0.40 tCO2e). Performance held. The agency reported +19% more conversions in the Carbon Reduction arm. Simple to run, easy to explain, and ready to replicate for future ReUse for textiles campaigns.
*Adform’s Carbon Reduction Feature is Powered by Scope3. It does not form part of the 'Climate Shield.'
Birgit Gänsbacher
Head of Digital Marketing & Brand, Tchibo
“We set up a clean A/B test to understand carbon impact in digital. With Adform, we achieved a substantial reduction in emissions while protecting outcomes - and even improving conversions.”