Multimodal Copywriting Strategies through CaaS and DCO in Sustainability Advertising

Multimodal copywriting enhances sustainability communication in digital advertising, a growing priority for both consumers and brands. While previous research has often considered text and imagery separately, little is known about how these elements work together to reinforce sustainability narratives by integrating three case studies, namely Uniqlo’s RE.UNIQLO STUDIO, Watsons’ #LessPlasticJuly, and the DHL Coldplay sustainability partnership, alongside six semi-structured interviews with senior advertising and marketing practitioners. Marsh and White’s taxonomy of text–image relationship guides the analysis of how multimodal strategies are deployed in these campaigns. Findings emphasise the value of content that is educational, engaging, and credible, alongside dynamic, data-driven approaches that enable real-time personalisation of advertising. Collectively, these strategies enhance message resonance, trust, and consumer engagement. The study contributes to communication and advertising scholars by extending multimodal analysis to sustainability contexts and offers practical guidance for marketers, educators, and students on designing campaigns where text and visuals operate in synergy to shape meaning, build authenticity, and inspire behavioural change.