Category: Best Consumer Engagement
Advertiser: ECOSTORE
Product/Service: HOUSEHOLD CLEANING AND BABY CARE PRODUCTS
Media Agency: NAKED COMMUNICATIONS, Auckland, NEW ZEALAND
Director: Matt O'Sullivan (Naked Communications NZ)
Senior Communications Planner: Sophie Joiner (Naked Communications NZ)
Creative Director: Tony Bradbourne (Special Group)
Creative Director: Rob Jack (Special Group)
Creative: Kim Fraser (Special Group)
Managing Partner: Michael Redwood (Special Group)
Account Manager: Jules Pakenham (Special Group)
Marketing Director: Melissa Fletcher (Ecostore)
Ceo: Malcolm Rands (Ecostore)
Agency Sales Manager: Ben Gibb (ACP)
Magazine Manager: Christine Moxham (ACP)
Media placement: Digital - Facebook, website - 8th May 2011
Media placement: Direct Marketing - Electronic direct mail - 29th May 2011
Media placement: Magazine - Little Treasures Personalised Covers - 8th May 2011
Insights, Strategy & the Idea
Ecostore is a brand with strong environmental roots, however, it was time to evolve and become a mainstream brand that takes on the big players. To do so Ecostore wanted to raise awareness of harmful chemicals being included in everyday body and cleaning products. The budget was small so we needed to get consumers to do most of the talking for us. The perfect target audience was Mums with young children – they are among the most networked consumers in New Zealand, and in a single year they take part in some 500 discussions name-checking brands and products. But to tap into their social network we had to do something they would really want to talk about. We decided to give them control over one of their favourite and most trusted magazines.
Creative Execution
We teamed up with New Zealand’s iconic parenting magazine; Little Treasures, to achieve what could be a world first.
Through a simple CLICK, UPLOAD, SIZE, and SEND process we made it possible for 3,000 mums to personalise their own cover of Little Treasures. We then printed a copy of all 3,000 covers to publishing standards, and individually put them in the mail to each mum. With the support of full-page ads we had successfully turned the June issue of Little Treasure into the ‘Ecostore No Nasty Chemicals’ issue.
To add to the experience mums could also post the electronic version of their personalised cover on the Ecostore ‘No Nasty Chemicals’ website, where it would appear in a gallery alongside thousands of others. A basic Facebook presence was included to ensure the desire to share and talk about the experience was simple and straightforward.
Results and Effectiveness
The personalised covers were so popular; we were overwhelmed by requests to extend the campaign, and enquiries about buying extra copies. The campaign quickly travelled through social media to reach the wider network of other mums, with some incredible tracking results:
• Within 1 month 50% of all New Zealand mums with kids under 5yrs had seen or heard of the campaign
• 73% of them talked about the campaign with family or friends
• 84% of them agreed they are likely to opt out of products that are not chemical free in the future
• 42% of them considered buying or actually bought Ecostore products