Results
In a pioneering A/B test conducted by Yapı Kredi, a leading Turkish bank, in collaboration with Adform and Scope3, we evaluated the impact of our carbon reduction feature* on various ad formats by toggling the feature on and off. The test showed that activating the carbon reduction feature* resulted in a significant decrease in carbon emissions without compromising the campaign's performance. This outcome reinforces Yapı Kredi’s commitment to sustainability, demonstrating that environmental responsibility and effective advertising can go hand in hand.
Decrease in grams of CO2 per Thousand Impressions (gCO2PM)
Decrease in Total Emissions
Increase in Viewability
Why Adform:
Yapı Kredi, a leading Turkish bank, has long been a beacon of sustainability, with one of its flagship initiatives being the Sustainable Preferences Program, "Step." As part of this initiative, Yapı Kredi introduced a tab within its mobile app where customers could earn Step Points for making sustainable decisions, such as opting out of printed ATM receipts or choosing public transportation. These accumulated points could then be used to make donations to NGOs, amplifying both individual and collective contributions toward a more sustainable world.
Recognizing the importance of aligning its advertising with its sustainability efforts, Yapı Kredi turned to us for support. We partnered with Yapı Kredi to integrate our advanced Carbon Reduction feature*, powered by Scope3, into their campaigns. Together, we set out to change the game—ensuring that their advertising efforts were not only effective but also produced less carbon emissions compared to a standard online campaign.
Challenges:
The challenge was clear: how could we help Yapı Kredi communicate the concept of sustainable banking in a way that was both impactful and produced fewer carbon emissions? We needed to design a digital marketing strategy that actively reduced carbon emissions while maintaining performance.
As a leader in the financial sector, Yapı Kredi recognized its responsibility to reduce carbon emissions in the advertising supply chain.
Solution:
In early 2023, we became the first global Demand-Side Platform (DSP) to seamlessly integrate with Scope3. This collaboration allowed us to empower advertisers on our Adform FLOW platform, including Yapı Kredi, to actively engage with, monitor, and enhance their carbon reduction strategies directly through our DSP.
Through a carefully executed A/B test campaign, we helped Yapı Kredi measure the progress of their carbon reduction goals while ensuring that their marketing efforts remained effective. Together, we’ve shown that it’s possible to change the game—where sustainability and digital marketing go hand in hand, creating meaningful business results while still lowering carbon emissions compared to standard campaigns.
*Adform Carbon Reduction is powered by Scope3 and is a custom carbon algorithm.
Levent Ornek
Head of Digital Sales & Growth Marketing, Yapı Kredi
"By using Adform's platform and solutions, we successfully reduced carbon emissions in our communications, resulting in a decrease in environmental impact. Our commitment to sustainability not only reduces our ecological footprint but also resonates positively with our audience."
Derya Kondumer
Digital Communications Executive, Yapı Kredi
"At Yapı Kredi, we've always been pioneers in promoting sustainability. Through our Sustainable Preferences Program ‘Step,’ we aim to highlight this commitment. Partnering with Adform allowed us to not only align our campaign management with our vision for a sustainable future but also significantly reduce our carbon emissions in our communications."
Sezgi Salman
Performance Marketing Lead, Ingage
"Through Adform's Scope3 project, positive results we've achieved not only benefit the planet but also serve as an excellent guide for our future advertising campaigns. This collaboration has provided us with valuable insights and strategies that will enhance our efforts towards sustainable marketing."