COP28 Global Campaign
CATF launched a global digital campaign to amplify its presence at COP28 in Dubai, where it hosted a climate innovation pavilion for the second year in a row. The campaign promoted thought leadership, expanded CATF’s global reach, and drove key engagement goals—including website traffic, donations, and email sign-ups. Designed within the frameworks of both CATF and COP28 branding, the campaign supported meaningful dialogue on the toughest climate and energy challenges.
MY ROLE
Creative Director
Integrated Digital Campaigns & Event Materials
Skills employed
Campaign Management
Visual Direction
The approach
A key challenge of the COP campaign was merging the Pavilion’s event identity with CATF’s established brand. I worked to integrate the two seamlessly, ensuring that the Pavilion’s look and feel aligned with CATF’s voice, while still creating a distinctive presence for the event.
We launched this new ad type
(in 2023) to promote CATF’s agenda, increase reach, help elevate CATF’s thought leadership. All of these ads performed above the LinkedIn benchmark CTR for this ad type.
LinkedIn Thought Leader Ads
LinkedIn CTR Benchmark = 0.57%
0.89%
CATF Average CTR
Campaign Results
Duration: November 13 – December 31, 2023
44M
325K
Link Clicks
Impressions
With a short ramp up period and only over 1 month of paid advertising, the COP28 campaign saw significant visibility and engagement, including:
170K
New Users to Site
1K
New Email Sign Ups
Event Materials
While my primary focus was on launching and managing the digital ad campaign, I also collaborated with our senior designer on event materials to create a cohesive brand experience at COP. My contributions included designing presentation slides, digital and print signage for the pavilion, and other supporting assets.
