H MEDIA ROMANIA - Reciclare pentru destresare
Category: Best Brand Campaign
Client: ECOROM AMBALAJE
Year / Domain / Status: 2014 / ONG / Winner
Business challenge According to clients research, one of the main barriers for consumers to adopt a proper selective waste collection behavior is lack of space in their houses/kitchen/etc, since they are not aware that proper way to collect the packaged waste is to press them. Targeting Using the communication profiles pinned down by Professor Robert Weisz from Aix-en-Provence University we segmented prospects into 4 typologies, (classified as “R”, “S”, “I” and “V”) with different psychological needs and consequent different collecting behaviors. While “R” and “S” segments were quite diligent about recycling, “I” had a small propensity to recycle (“not fun and engaging enough”) and “V“ segment did not bother to recycle at all (“too mundane a task”). As “V” segment was also opinion-leader in their groups it become our target. People with “V”-type personality are self-centered, strong-willed thus the most likely to feel frustration arising from daily challenges in fulfilling personal goals and desires. It was more than obvious that a message about what’s right and wrong would never appeal to them. Campaign description So we invented “Recycling for stress-relief” (“Reciclare pentru destresare”) advising them to relief tension and anger by squeezing, pressing and twisting empty packaging before throwing them into ERA recycling bins. We made recycling fun and people-centric as our speech was totally guilt-free, liberated of all the environment-protection clichés. Campaign message Angry? Mad? Going bonkers? Recycle! It is scientifically proven that it’s healthier to let out steam. So crush, smash and flatten all recyclable packaging. Then throw them separately into the colored containers. Recycling for stress relief. A campaign designed and spread by Eco-Rom Ambalaje. Digital Campaign For this specific target segmentation, digital media had a major importance, as it has high penetration. Digital’s roles within the campaign strategy were defined as: - increase reach by using digital paid media for incremental frequency and reach - engage users and offer in depth info on the recycling process & selective waste collection, providing additional fun & useful info To further increase efficiency we have defined a core-target for digital campaign: All, 25-44. The digital strategy was to use as many touch-points to increase frequency of message exposure. Main KPI of the digital campaign was reach: 74% @1+ and 57% @3+ , for core target 25-44. A detailed digital strategy was set, as a 360 digital approach was necessary to reach the objectives.Execution:
We had a 360 approach on all digital channels available, to maximize reach & frequency of targeted audience in all touching points of their digital consumption. Roles and objectives of digital channels: Paid Media - Use specific digital creatives to increase awareness of the message & incremental media frequency - Use video paid media to add reach and frequency to TV campaign - Use social paid media to increase number of fans on social media page Owned media - Website – adapt company’s website to the campaign’s key visual and ensure delivery of key messages with in-depth relevant info - Facebook company page – adapt specific communication to campaign message and offer social engagement Earned Media - engage users across owned media platforms thru specific channel communication to drive feedback and shares Paid Media Digital’s paid media role was to add incremental reach & frequency for the campaign message, thus we combined TV & OOH visuals to increase memorability. We used local and global websites with high reach, able to accommodate rich media banners: expandables, video formats, pre-rolls & special projects: protv.ro, wall-street.ro, kudika.ro, eva.ro, etc & yahoo.ro, youtube.ro. We delivered 28.000.000 impressions, achieving a 10% increase vs KPI on the reach @1+ and 11% increase vs KPI for the reach @3+. Since digital role was also to provide in-depth information, we had special projects with high exposure that were delivering fun & useful info: - Yahoo.ro – special format, combining visual and info articles on the selective waste collection - TimesNewRoman.ro – parody articles made based on the campaign message Digital Paid Media budget was 16% of all campaign budget. Owned media The two platforms ERA uses have been adapted to the campaign, delivering the messages: - website – special micro-site was built - http://www.colecteazaselectiv.ro/reciclare-pentru-destresare/index.html - over 50.000 unique visitors during campaign period - Facebook fanpage – community grew 25% in number of fans and engagement exploded with the help of the new campaign content strategy and fun app. We chose to deliver via Facebook content useful facts about recycling, and entertain the community with a digital “crushing/smashing” game. Monthly engagement rate was 13%, ten times bigger. Earned media We designed a Facebook content strategy with fun & useful info and e-cards to increase engagement, thus viral reach. Shares, comments and likes on Facebook content brought an increase of 20x on the organic reach of posts vs previous non-campaign posts. Overall posts reach was 25% of all Facebook users within the 25-45 target.