Last fall, BMW – along with agency partners Media Experts and Performance Art – worked with CBC on “Forces of Nature,” a weekly branded content series showing people who have come up with new innovations or business practices that promote sustainability. Episodes featured BMW’s electric vehicles, namely the iX xDrive50.

But if you are going to promote a series about sustainability, the campaign promoting it needs to be equally clean. With that in mind, Media Experts turned to Sharethrough’s GreenPMPs.

Launched last summer, GreenPMPs are a private marketplace where the carbon emissions of the entire supply chain are measured by data company Scope3, with part of the media cost directed to carbon removal projects that offset the emissions. More than 7000 brands have used GreenPMPs since they were announced, and Sharethrough claims this has resulted in offsetting more than 332.8 tons of carbon emissions, all while improving the performance of the campaigns.

Media Experts used GreenPMPs to reach a qualified audience with strong interest in sustainability, smart technology and electric luxury vehicles. On top of GreenPMPs, Sharethrough also optimized towards sites with low emissions and only ran BMW ads on sites with direct supply paths, which reduces emissions caused by intermediaries.

The campaign generated an 82% video completion rate, which overachieved BMW’s performance goals by 26%. On the emissions front, Sharethrough compensated carbon emissions equivalent to fully charging 89,000 smartphones.