CNBC Catalyst developed a multi-platform, global campaign called ‘Doing Well by Doing Good’ (DWBDG), aligned to the UN’s 17 SDGs. 17 immersive chapters featured 3 components: the SDG; the innovator/entrepreneur meeting the SDG; UBS thought-leadership on investment opportunity. Each chapter comprised video (60”); in-depth entrepreneurial interviews; investment analysis and infographics. CNBC targeted sophisticated investors; Mashable targeted aspirational investors.

DWBDG chapter launches aligned to the UN’s calendar. CNBC Catalyst filmed contributors from unknown disrupters to world-famous ambassadors e.g. Matt Damon, Achim Steiner, UNDP.

CNBC’s Partnerships for the Goals chapter launched adjacent to UN/Mashable Social Good Summit, NYC, 17 09 17. CNBC’s video featured Achim Steiner, UNDP; Pete Cashmore, Mashable Founder; Simon Smiles, UBS Chief Investment Officer. All promoted the formation of partnerships to boost future job sectors (pollution elimination, ecological restoration). Mashable’s Summit - 75 motivating speakers incl Kathy Calvin, CEO, UN Foundation; Whoopi Golderberg - live-streamed to millions of users.

The campaign launched on 08.06.17 across CNBC global platforms - TV (EMEA, ASIA, US feeds), digital (CNBC.com) and social (CNBC Facebook and Twitter). The Partnerships execution launched around the Mashable/UN Social Good Summit, 17 Sept 2017. Mashable launched articles, video and social activity across its Facebook and Twitter platforms including core news, Mashable UK, Business, Future Shift, Social Good and Brand X.

CNBC Catalyst placements - TV - 30 and 60 second spots; CNBC.com – 60 videos, 800 word articles and infographics. Rich media formats included home page takeovers, traffic drivers – co-branded banners and MPUs (run of site on CNBC.com); mobile display leaderboards and MPUs; 30 second pre-roll videos aligned to relevant core editorial news; Facebook/Twitter posts plus immersive NBC Universal VOX Athena units. Scale: CNBC Catalyst activity reached 7.1M HNWI and 274M global households. Mashable generated youthful, more accessible angle on Partnerships via its Social Good Summit.

The core objectives of DWBDG - to increase UBS brand familiarity and favourability – were measured via GlobalWebIndex quantitative campaign. 1,140 online interviews revealed: 22% increase in brand familiarity and 71% increase in favorability. On advancing the SDGs: 85% of respondents also agreed “I am more interested in the SDGs and sustainable investment” as a result of viewing DWBDG. GWI respondents commented “The campaign highlights that sustainability can be achieved together with investing.” CNBC’s activity exceeded KPIs: video plays – target: 850K, actual: 2,153,473 (253%); content page views – target: 220K, actual: 548,265 (140%). CNBC reach: 7.1M investors/274 households. Mashable’s UBS Partnerships activity generated 52,821 page views with 12,468 engagements.

Thanks to CNBC Catalyst and Mashable’s partnership, SDG Partnerships for the Goals activity achieved 206K total engagements. UBS benefitted from a combined 1,393 quality investment leads. The total DWBDG campaign achieved 62.6M impressions, providing the SDGs with unparalleled global exposure.