Supporting the UN High-Level Champions at COP27 How Empower provided paid and organic support, both on the ground in Egypt and remotely. Audits Paid Media Social Media Strategy Video “Empower absolutely smashed it at COP27. The in-person team really stepped-up in Egypt, while the remote team was always present, providing 360-degree support. Thank you for your steadfast professionalism and for being so marvellous to work with.” Matthew Phillips Communications Director, Climate Champions The Brief COP27 was held in Sharm El-Sheikh, Egypt, with financing of reparations for loss and damage high on the agenda. Ahead of and during the conference, Empower provided full-service support to the UN Climate Change High-Level Champions, which included organic copywriting and content creation, design support, paid media, reporting and analysis. The Challenge COP represents a pivotal moment in the global climate agenda, but it also poses a significant communications challenge. The digital landscape during COP is intensely crowded and fast-paced, making it difficult to cut through with clear, impactful messaging. Empower’s HLC team entered this space as part of a highly nuanced, international stakeholder ecosystem, requiring agility, cultural sensitivity, and strategic precision. Planning effectively for COP means starting early in the year, with narrative development and high-level goal setting. As COP draws nearer, preparations accelerate rapidly, requiring a shift from strategy to detailed execution under increasing time pressure. The Approach Pre-COP While our campaign reached its climax during the two weeks of COP, it was the culmination of many months of hard work from the Climate Champions and Empower. Our planning activity included: Preparing a detailed digital strategy and list of deliverables Running internal workshops on how to best operationalise the strategy Liaising with key partners on how we could support and amplify each other’s content Establishing a newsletter using native LinkedIn features and Revue for our Twitter audiences During COP Our support during the conference was hugely varied, and encompassed: Live posting: The High-Level Champions’ COP27 event calendar was a busy one, with no less than 40 events taking place over a two week period. We live-tweeted during many of the focal events, using digital assets, quotes, livestream links and more to provide a rich experience for online audiences. Paid media support: We strategically targeted audiences through our COP27 paid media strategy, ensuring that the High-Level Champions’ communications were seen by the most relevant people. Leveraging our in-house paid expertise (including across previous COPs), we more than halved the average cost-per-click compared to ad performance in 2021. Post COP We analysed social activity over two weeks of COP27 to prepare a campaign report. Utilising social listening and data measurement tools, we reported on the performance of the core social media platforms, paid media, audience sentiment, and more. Our analysis was accompanied with a thorough narrative, insights and learnings to help inform the client’s social strategy looking ahead to COP28. Design support Empower’s design team also crafted compelling visual assets to accompany copy on social media, introduce live events, and more. The Results Total impressions of 269 million driven by activity across X, LinkedIn and Facebook (114% above target) 9 million impressions from paid media support on LinkedIn Engaged rate more than doubled from COP26 to COP27 ‘Top of the COP’ Daily Newsletter received over 99,700 views (a growth of over 7,000 compared to COP26). 269 million total impressions 2.5x engagment rate from COP26 to COP27 99,700 total views of daily "Top of the COP" newsletter Start your digital transformation Contact the Empower team to discuss how we can meet your digital strategy needs. Fill in the form or email us at hello@empower.agency "*" indicates required fields Name First Last Email* Organisation Your website How did you hear about Empower?Click to choose…Referral (Please specify)Search (Google, Bing)Social Media (LinkedIn, X/Twitter)Email NewsletterEvent (Please specify)Charity CommsB CorpOther (Please specify)Please specify how you heard about Empower Services Needed Digital Audit Digital Strategy Social Media Paid Media SEO Email Marketing Analytics Video Training Other (Please specify) Please specify what services you need Your budgetYour message*NameThis field is for validation purposes and should be left unchanged.
“Empower absolutely smashed it at COP27. The in-person team really stepped-up in Egypt, while the remote team was always present, providing 360-degree support. Thank you for your steadfast professionalism and for being so marvellous to work with.” Matthew Phillips Communications Director, Climate Champions
The Brief COP27 was held in Sharm El-Sheikh, Egypt, with financing of reparations for loss and damage high on the agenda. Ahead of and during the conference, Empower provided full-service support to the UN Climate Change High-Level Champions, which included organic copywriting and content creation, design support, paid media, reporting and analysis.
The Challenge COP represents a pivotal moment in the global climate agenda, but it also poses a significant communications challenge. The digital landscape during COP is intensely crowded and fast-paced, making it difficult to cut through with clear, impactful messaging. Empower’s HLC team entered this space as part of a highly nuanced, international stakeholder ecosystem, requiring agility, cultural sensitivity, and strategic precision. Planning effectively for COP means starting early in the year, with narrative development and high-level goal setting. As COP draws nearer, preparations accelerate rapidly, requiring a shift from strategy to detailed execution under increasing time pressure.
The Approach Pre-COP While our campaign reached its climax during the two weeks of COP, it was the culmination of many months of hard work from the Climate Champions and Empower. Our planning activity included: Preparing a detailed digital strategy and list of deliverables Running internal workshops on how to best operationalise the strategy Liaising with key partners on how we could support and amplify each other’s content Establishing a newsletter using native LinkedIn features and Revue for our Twitter audiences During COP Our support during the conference was hugely varied, and encompassed: Live posting: The High-Level Champions’ COP27 event calendar was a busy one, with no less than 40 events taking place over a two week period. We live-tweeted during many of the focal events, using digital assets, quotes, livestream links and more to provide a rich experience for online audiences. Paid media support: We strategically targeted audiences through our COP27 paid media strategy, ensuring that the High-Level Champions’ communications were seen by the most relevant people. Leveraging our in-house paid expertise (including across previous COPs), we more than halved the average cost-per-click compared to ad performance in 2021. Post COP We analysed social activity over two weeks of COP27 to prepare a campaign report. Utilising social listening and data measurement tools, we reported on the performance of the core social media platforms, paid media, audience sentiment, and more. Our analysis was accompanied with a thorough narrative, insights and learnings to help inform the client’s social strategy looking ahead to COP28.
Design support Empower’s design team also crafted compelling visual assets to accompany copy on social media, introduce live events, and more.
The Results Total impressions of 269 million driven by activity across X, LinkedIn and Facebook (114% above target) 9 million impressions from paid media support on LinkedIn Engaged rate more than doubled from COP26 to COP27 ‘Top of the COP’ Daily Newsletter received over 99,700 views (a growth of over 7,000 compared to COP26). 269 million total impressions 2.5x engagment rate from COP26 to COP27 99,700 total views of daily "Top of the COP" newsletter
Start your digital transformation Contact the Empower team to discuss how we can meet your digital strategy needs. Fill in the form or email us at hello@empower.agency "*" indicates required fields Name First Last Email* Organisation Your website How did you hear about Empower?Click to choose…Referral (Please specify)Search (Google, Bing)Social Media (LinkedIn, X/Twitter)Email NewsletterEvent (Please specify)Charity CommsB CorpOther (Please specify)Please specify how you heard about Empower Services Needed Digital Audit Digital Strategy Social Media Paid Media SEO Email Marketing Analytics Video Training Other (Please specify) Please specify what services you need Your budgetYour message*NameThis field is for validation purposes and should be left unchanged.
Subscribe for updates Keep updated with our latest news, trends and case studies. Email(Required) CommentsThis field is for validation purposes and should be left unchanged.
