When do companies‘ campaigns pick up pace?

A clear political stance pays off

In times of economic populism à la Donald Trump and Brexit, a growing number of companies issue public statements or campaigns of a political nature. When does political campaigning of initiatives become successful?

To this end, UNICEPTA has analyzed the impact of three initiatives: the coalition of US companies against the withdrawal of the US from the international climate agreement, the open letters of the Silicon Valley-based companies against the immigration ban, and the German company initiative "we4europe".

Our conclusion: Take a courageous stance, form alliances, demonstrate relevance by showing you are affected, create digital action spaces!

Research design

Hybrid analysis of 43,345 online articles; period investigated: eight weeks before and after a campaign’s launch, respectively


UNICEPTA Medienanalyse GmbH is a leading global provider for smart media intelligence in innovations/digital consulting, media monitoring, media analysis and research/consulting. Around 700 experts continuously structure the news flow – both around the clock and around the world.  UNICEPTA compiles and presents highly relevant information from print and online media, TV, radio and social-media sources. This day-to-day work serves as a platform for the company to provide analysis and research-based advice for issues related to strategic communication.


Wolf-Dieter Rühl
UNICEPTA Medienanalyse GmbH
Head of Research Services
Salierring 47-53
50677 Köln

phone  0221 9902 110
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email    wolf.ruehl@unicepta.com
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