DOP : Adopte un déchet by Grand Union

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Case study for the "Adopte un déchet" campaign for the DOP brand by Grand Union

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DOP : Adopte un déchet by Grand Union

  1. 1. GrandUnion pour DOPADOPTEUNDECHET.FR 1
  2. 2. 1 Context 2
  3. 3. After a long silence,DOP is launching a new BIO range of shampoo calledDOP NATURE. A 3
  4. 4. They wanted also to develop their target fromthe historic mother looking for a handy productfor the entire family……to the independant woman who wants a goodproduct for herself ! 4
  5. 5. Do vs. Declare How to make the difference ?Support this lauch in digital, giving proofs to the BIOpositionningDevelop the target from the historic mother looking for a handyproduct for the entire family……to the independant woman who wants a goodproduct for herself ! 5
  6. 6. Which actions ?For several years, DOP is enrolled withthe ONF (National Forest Organization) to preserve the environment.The concrete action of this partnership is to clean the cost of Oléron Island. The French Atlantic cost has been devastated in January 2010 by the Xynthia Storm, especially the Charente area. 6
  7. 7. 2 Concept 7
  8. 8. “En 2011, adoptez un déchet”In 2011, adopte a garbage The garbage have been abandoned. However they deserve to be taken care of. What about we adopt them ? 8
  9. 9. 9
  10. 10. The user is landed on a beach after a quick journey into the clouds 10
  11. 11. On the sand he choses the garbage he likes the most to adopt it 11
  12. 12. He gives it his name, and can announce it on facebook 12
  13. 13. He choses the godmother or the godfather through his facebookfriends 13
  14. 14. At the end the user discovers the new DOP range and can become funof the new DOP Facebook fanpage. 14
  15. 15. Each garbage adopted added weight to the global scale, each grams adopted is a garbage collected.On Saturday the 30th of April, 250 people came to collect,we ended with 1T3 garbages at the end of the day ! 15
  16. 16. 4 Results 16
  17. 17. From our objectives…100 000 visits during the entire campaign (3 months)1 tonne of adopted garbages during the first month 17
  18. 18. … to reality378 460 visits within 2 monthsAn average of 130 friends by visitors have seen the garbage post158 Countries, Belgium, Morocco and Canada leads68 863 garbages adopted10,5 tonnes of garbages adopted 18
  19. 19. Shared on Facebook 19
  20. 20. Heard on Twitter 20
  21. 21. Seen everywhere 21
  22. 22. Seen everywhere 22
  23. 23. Pofessionnal Press 23
  24. 24. TV 24
  25. 25. Grandmerci
  26. 26. Display 26
  27. 27. Background 27
  28. 28. Operation J’adopte un déchet MEDIA Display Facebook Alternative (msn/TF1/auFeminin DEDICATED WEBSITE Description of the action Dop.fr Beach, navigation between the garbageFacebook I’m adopting a page cute garbage My Garbage à  Make an annoucement Facebook à  Choose the godfather / godmother API à Like EVENT à  Press Relation During 1 day voluntaries from Oleron and close area came to collect garbages 28

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