Do The Green Thing Case Study Full

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http://media.blyk.com BLyk is the free mobile service for young people funded by advertising.

http://media.blyk.com BLyk is the free mobile service for young people funded by advertising.

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  • 1. Do the Green Thing Nov-Dec 2008 Blyk Campaign Overview
  • 2. hat is Green Thing? Green Thing (www.dothegreenthing.com) is a new a new kind of public service that inspires people to lead a greener life. Every month you'll get a different, simple Green Thing to do. Ideas are promoted with the help of brilliant videos, music and inspiring stories from creative people and community members around the world. The basic idea is 7 areas (Walk the Walk, Stick With What You Got, Plug Out…) with easy changes we can all do to make a difference Members share their tips and hints, stories and successes with each other and you can even measure track progress of your diminishing carbon footprint It’s quirky and fun, user-friendly and simple to understand – like Blyk B © Blyk Wednesday, January 14, 2009
  • 3. reen Thing objectives Awareness of Green Thing Sign-ups for Green Thing newsletter Behaviour change yk solution: A multi-layered campaign over a month to a base of 30,000 members 1) to create awareness to Blyk members via messaging 2) to encourage sign-up for newsletter via WAP site 3) to encourage behaviour change via tips, reminders and questions Multiple and varied messages encouraged engagement with those who were interested in Green issues – and more importantly, those who considered themselves not as bothered. B © Blyk Wednesday, January 14, 2009
  • 4. mpaign outline Nov Dec 12 21 22 23 24 25 26 27 28 29 30 1 2 34 5 6 7 8 9 10 11 12 13 14 15 16 17 18 SFS SMTWTFSSMT WT F S S M T WTFSSMTWT stion 1? ) Y onse Y l Question 2? nse OR Thx 7quot; vid content MMS Tip minder and question 4a? e Y/N N response & ask for tip Y/N? nse from Ys OR who respond Thx p 10 Green Tips - 4b ve you done it o all but N's e N response & question nse NC NC NC NC B © Blyk Wednesday, January 14, 2009
  • 5. How green are Blyk members? 23% response rate 87% of which said ^Y Members clearly care about the ^  environment Reply message promotes URL ^  B © Blyk Wednesday, January 14, 2009
  • 6. Reply message promotes URL again ^  B © Blyk Wednesday, January 14, 2009
  • 7. range of responses B © Blyk Wednesday, January 14, 2009
  • 8. 0 most important green issues… Rank Issue % mentioned 1= Recycling 17% 1= Pollution and littering 17% 3 Global warming / climate change 15% 4 Deforestation 10% 5 Energy resources 9% 6 Carbon emissions 9% 7 Everything 7% 8 Environmental conservation 6% 9 None 6% 10 Cars and transport 5% Responses displayed an acute concern for a wide range of (often interlinked) green issues Some joked that “Weed” was an important “green” issue (in at number 12!) B © Blyk Wednesday, January 14, 2009
  • 9. -depth and emotional responses… Making sure that our Cars should all be electric. grandchildren have the diversity of wildlife that we The trees gettin cut Electricity generation should do. down n rare animals be more decentralised and use losing there homes:-( a wide range of renewable sources. tion and its dispersal. I'm an All green issues! The I work at bhs and it shocks me that we throw ogy graduate so i know how related - Rain fo away so much paper and plastic. Everything important it is. devastation, fuel em that we unwrap is covered in so much renewable energy, in unnecessary packaging and none of it is pollution.. The list is recycled! So much is wasted. I also feel that bal warming, deforestation is terrible, but it is only done estation and the to such an extent because of businesses like bhs who waste so much. xtinction of Running out of non ngered species. renewable resources o that we are without a viable renewa ly running out of option in place. reducing our carbon enewable energy footprint,recycling, more ways 2 resources. travel green, helping wildlife affected by changes in CO2 levels etc. Global warming and the natural disasters that occur because of it B © Blyk Wednesday, January 14, 2009
  • 10. any with social and political themes… Venazeaulan soya The continued use of free plastic bags by production feeding supermarkets. You should have to pay for them then peopl would use their own! Global warming, cattle and lamb for the population overcrowdin european market.n. unsustainable economi growth. Destruction of the rainforest, rising erica doing more! sea-levels and irresponsible capitalism which is responsible for Resturants servin more hea many of the problems i.e. Shipping vegatarian foods. No mor ea g, reducing carbon footprint in beef from argentina when it can animals! I dnt eat ne fin dat h ging frm car 2 train, avoid be bought here in scotland.this just face on it! X wrapped products, buy fair creates unnecessary emissions ont print unneccessary, save energy and gas. Opposing the Preventions not cures Wasting money on war,with falsehood that that money we can discover man-made glob alternatives for fuel warming. Power and the oil companys blind ignorance towards money B © Blyk Wednesday, January 14, 2009
  • 11. MMS cast: a good click WAP through of 5% And a very good uptake on video and GT newsletter op (39% downloaded it, 31% - 7 members - signed up to receive the GT newsletter from this cast alone) B © Blyk Wednesday, January 14, 2009
  • 12. Green Tip sent out beginning of December promoting that month Green Thing: “Human Heat” Tip only: No response required B © Blyk Wednesday, January 14, 2009
  • 13. Response rate Y/N of 13%: not ba considering nature of question 67% ^Y, 33% ^N We then had an amazing 23% clic through to WAP from the ^N's! Plus 44% uptake of newsletter And 28% video downloads i.e. notable behaviour shift B © Blyk Wednesday, January 14, 2009
  • 14. This SMS gave an improved click-through to WAP of 11% and more sign ups... ) Green Thing – SMS: Top 10 tips published B © Blyk Wednesday, January 14, 2009
  • 15. SMS: 6,490 responses (17%) Of which 55% said “Y they’ve been doing t Green Thing Then 18.7% response story request SMS replies resulted in a combined cl through to WAP of 20.48% and more sign ups to newsletter... B © Blyk Wednesday, January 14, 2009
  • 16. tories demonstrating change in behaviour… (incl. human heat ones) I have been re-filling my plastic water er learnin about 'green thing' i turned bottle for college instead of buying a l my storage heaters 2 a lower settin I have started washing at 30 new one everyday! I have been if it got a bit chilly i get my quilt and new specially designed det recycling...:D...x air of socks 2 keep the warmth from recently advertised on TV an apin through my feet and i curl up on began wearing a jumper ins he sofa so im savin money and its a heating my home. I'm saving een thing with great advise and very too! helpful over christmas period. Before i knew about going green i never thought about the environment.i always left the heating on and always poured out the rest of the water I always keep warm by wearing layers of clo from the kettle. But going green has opened my turning on the heater. I've well insulated my eyes and i feel its my duty to help the we use less electricity to keep the house war environment and do my bit to help! now i always all my appliances from the plug when they ll my bottles and cans so even if i don't used. I also boil the amount of water i need f wear a jumper if i feel cold and always re heat ood the morning after, at least i know instead of filling up the whole kettle. I've al the water thats left in the kettle... g my bit, I just wish everyone would the bulbs in my home with the energy effi te to ensure a brighter future for the youth of today. :) Been using my own body heat and i've saved Bin cuddlein under the covers loads on my heating bill and huggin all the time! I hv bought a compos which i hv startd 2 kitchen waste such peelings nd used teab started a clean up crew in my area! we all I have been following the blyk ade ppl nt throw litter on the floor and pik green thing and its brillant it up B © Blyk Wednesday, January 14, 2009
  • 17. ore stories…(incl. human heat ones) I've been doing the green thing by switching my phone charger off was baby sitting my little neice and nephew one night, when i'm not using it.. I used to o i turned all of the heating off and got a blanket. We leave it on, but we have to save nuggled up together on the couch, we fell asleep and our earth! In stead of waitin 4 de was a cold night but when i woke up i was boiling hot. 2 get cold put sum wat jug an put in de fre I'm a volunteer with 'Global Generation' an environmental been boiling the kettle and action charity. My job for the past g a flask so i don't have to boiling the kettle one flask three years has been to encourage an make around 6 cups communities and businesses to care I whent to my antis house and for the environment and fight heat and told eveyone to put on and i cuddled me m against climate change. ust been doing the little things such as more recying Ive been recycl??n n have been I hv bought a com switchin off all lights n keepin them Ive been wearing double jumpers and bin in which i hv off until ive really needed 2 switch double socks. Plus, the fact that i have compost kitchen w them on even my children aged 2 had a cold has pushed me to being green as potato peelings and 4 know to switch off the lights teabags etc as well! when there not needed B © Blyk Wednesday, January 14, 2009
  • 18. 0K tags Increased reach of tip and competition message wider B © Blyk Wednesday, January 14, 2009
  • 19. ummary of results Frequent messaging delivered the Green Thing concept in bite-sized chunks, promoted GT website, drove sign ups on WAP. Click-throughs to WAP increased each time the WAP link was sent out over the campaign period: from 5% to 11% to an amazing 20.84%. Different reasons to click through were promoted throughout the campaign: watch video, sign up to newsletter (win Nokia N95), see tipsquot;. Multiple messages created frequency of interaction: avg visits to WAP site = 2.5 Awareness: frequency built GT brand equity and familiarity to the Blyk membe Unique sign-ups to newsletter were 1,641 – 5.5% of all messaged members Behaviour shift: 55% said they had been doing the Green Thing and 18.7% of th submitted stories about it. B © Blyk Wednesday, January 14, 2009
  • 20. lient testimonial “The bottom line is that the campaign made a really significant difference to our user numbers - in particular our email sign ups. (For the Green Thing relaunch we used) A number of media types...a mixture of coverage… lots of online, press and lifestyle mags Here's data that demonstrates the results - we are really pleased(!): As at mid-Jan, Blyk had generated 63% of all GT's light users since relaunch ^  Blyk generated 38% of Green Thing's total users during the relaunch (campaign) period ^  The Blyk sign-ups drove a 26% increase in Green Thing's userbase over the campaign pe ^  What I've been really impressed by is the degree of intelligent engagement - not just basic click through to view, but people sending stories and tips.  Really really great. Certainly if I were planning future campaigns targeting this demographic - either with Gre Thing or other brands - I'd be talking to you! “ Sarah Matthews, Marketing Manager, Green Th B © Blyk Wednesday, January 14, 2009