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Edinburgh-based ethical advertising-tech company Good-Loop has signed up bathing brand Soap & Glory to its programmatic advertising platform in support of a campaign against hygiene poverty.

At a time when many companies are pulling ad campaigns and reviewing marketing budgets, indulgent bathing brand Soap & Glory has invested in running purpose-powered ads.

Every time a user swipes up to watch the ad, Soap & Glory donate to The Hygiene Bank, a charity working to ensure those living in poverty have access to basic toiletries. The donation complements the brand’s existing commitment to gift one ‘Clean on Me’ shower gel to the charity, for every 50 Soap & Glory products purchased.

The contract wins for Good-Loop follows a successful six months for the scale-up business which has seen it secure £1.23m in seed funding from a group of investors including profit with purpose investor SIS Ventures.

Soap & Glory joins Unilever's Knorr, Nestle and Co-Op Bank in being the latest company to embrace Good-Loop's 'ethical adtech', which allows people to make a charitable donation by watching or interacting with an ad online. To date, Good-Loop has raised over half a million pounds for charities around the world and is on track to its target of £2m by 2021

Amy Williams, CEO and Founder of Good-Loop commented, “In trying times, positivity and altruism shine through. Now, more than ever, good business matters so it’s brilliant to see Soap & Glory leverage our platform to support their commitment to those without, during these unprecedented times.”

Soap & Glory’s original promotional tie-up with The Hygiene Bank began on 1 March and is part of 2- year partnership. “Like all brands, now more than ever we have a unique responsibility to be deeply thoughtful about any ads or content we might produce. By partnering with Good-Loop we’re able to continue the conversation around hygiene poverty in a sensitive manner, but now also with double the charitable impact,” commented Katie Swift, Marketing Director.

Alastair Davis, CEO, SIS Ventures, “At a time when many media businesses are struggling to retain client spend, it’s great to see Good-Loop kicking on and winning new business. As a truly innovative and purpose-driven business, we’re delighted that Amy and the team are part of the SIS Ventures portfolio, providing ongoing evidence of the ability to successfully combine profit with purpose.”

The Hygiene Bank is a grassroots people-powered charity, grounded in community. Their network of bank and volunteers exist to ensure those living in poverty have access to basic toiletries, helping ensure dignity, self-confidence and mental wellbeing. Today, a fifth of the UK population is locked in poverty, and ‘food bank donations’ searches have increased globally by 65% since 1 February 2020.

Good-Loop’s ethical ad formats exist in several formats, including a simple online ‘watch to donate’ and the more recent ‘swipe to donate’ option for Facebook and Instagram Stories as well as Top Snaps on Snapchat. In Soap & Glory’s case, once a viewer has unlocked their free donation, they are then driven through to a brand’s owned channels where they can go on to purchase Soap & Glory products and further donate to The Hygiene Bank.

Kate Buckle
Article by Kate Buckle
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