Evaluation of the marketing effectiveness of Versed Skincare's #CodeRed4Climate PSA.

1. PRA 461: PSA Case Study
Team HEY: Hannah, Emily, Annabelle

2. CampaignDescription
Started by Versed Skincare
president Melanie Bender in
2021
Close to 200 beauty and
wellness brands
● Signed a letter to
congress asking leaders
for specific action on
climate change
● Pledged to take
additional climate action
as brand
The collective brands,
whose online footprints
exceed 40 million
followers, hit pause on
their social media
platforms on September
21 in order to advocate
● Directed followers
to call their local
governments to
advocate for 4
specific legislations
Some brands even shut
down their ecommerce
sites for the day.

3. Wouldyoutakeactionif you sawthis?

6. CampaignObjectives
● To bridge the gap between
climate attitude and action in the
United States
● Harness the beauty industry's
vast influence to
○ Drive collective, direct
action to overwhelm
Congressional
representatives and create a
need for policy change
○ push for immediate climate
policy changes
○ Emphasize and broaden
awareness of the
importance of these policies
for a sustainable future.

7. TheStrategy
Leveraging Industry
Influence
Targeted Day of
Action Personalized Engagement
Strategic Partnerships Clear Policy Points Post-Campaign Transition
#CodeRed4Climate
strategically leveraged the
collective influence of over
100 beauty brands and their
massive social media
following (approximately
50 million people)
Strategically chose
September 21st as the day
of action, coinciding with
the time when both houses
of Congress were in session
and decisions regarding
budgeting and policy-
making were underway
The campaign's emphasis
on individuals acting as a
"we" rather than an "I"
fostered a sense of
community and shared
responsibility
Collaborating with an
organization well-versed in
grassroots
movements(Call4Climate)
ensured that the campaign's
efforts were targeted and
aligned with broader climate
action initiatives
The campaign identified and
communicated four major
policy points: the Clean
Electricity Payment Program,
Justice 40, ending subsidies to
fossil fuel corporations, and the
formation of a Civilian Climate
Corps
CodeRed4Climate strategically
planned for the post-campaign
phase by transitioning into a new
group called Planet A, aiming to
sustain its advocacy efforts and
remain actively involved in
climate-related initiatives

8. TargetAudience
Social media
followers of
the 100 beauty
brands
included in the
initiative
Environmentally
conscious
individuals,
activists, and
supporters of
climate change
action.
Employees
within the
beauty
industry
The general
public (“we”
instead of “I”)

9. Is theadcredible?Howaretheysupporting“anti-hate”orsocialjustice,and
is it believable?
The social media posts
that were put out were
straight forward and
strictly informational.
They had very minimal
graphics and no images,
which supported the idea
that the campaign was
not just “for show”. These
particular Instagram
posts from ItsPlanetA
support the climate
change movement by
informing the public of
the campaign's intentions
and making a clear call to
action.

10. Tonality
Passionate Urgent Inspirational
Action Unity
Responsibility Accountability Motivating

11. DoestheBrandstillsupportthisinitiativeTODAY?
The #CodeRed4Climate social media campaign only ran on September 21,
2021
@itsplaneta is still on IG…
● Place to learn about current climate legislation/ how to act
● Haven’t posted since 2022
● BUT still directs people to @Call4Climate
Specific brands involved…
● Hard to say how they are continuing support
● No activity with the # on social media since their initial pledge
● BUT many have an “impact” part of their business plan that is specifically
climate change related

13. Didthecampaignsuccessfullymeettheintendedobjectives?
YES!!
● Made beauty
brands walk the
walk
● Reached a large
audience
● Called for and
resulted in a lot of
direct action
BUT…
● Does one day really
bridge the gap
between attitude
and action?
● No specific
legislation change
came from this
initiative (no
further info)

14. FORRESTER Checklist

17. CREATIVEPERSPECTIVEANALYSIS(whatworked)
Messaging
The messaging
effectively conveyed
the urgency of the
climate change issue
motivated the
audience to take action
Social Media
Presence
Impactful Call
to Action
Campaign's call to action
was clear, compelling,
and led to meaningful
participation from the
audience. Inspired people
to take specific actions in
support of the cause.
Eye-catching
graphics, relevant
and unique use of
graphics,
consistent
branding

18. CREATIVEPERSPECTIVEANALYSIS(whatcouldimprove)
ENGAGEMENT!
Why is this
initiative different
from others? Creative for everyone to
post/ share
- not just the big
brands
- Supports “We”
instead of “I”
In-person calling
event the day of at
brand storefronts
across the US
- Partner with
Sephora/ Ulta?
Implement a more
visually compelling
storytelling of the
campaign
Share behind-the-scenes
glimpses of the
campaign's preparation,
interviews with team
members, or sneak peeks
of upcoming initiatives.
Humanize the campaign
by showcasing the people
behind the cause
Interactive Content

19. BUSINESSPERSPECTIVEANALYSIS
● No specific numbers on the impact the initiative made
○ How do people know their calls made a difference?
○ BUT large number of impressions overall
● Good for the look of each brand involved
○ Potential increase in following, sales, more climate activism initiatives post-
campaign

20. PART 2:CREATIVE BRIEF
#CodeRed4Climate evolved

21. Descriptionofproject
#CodeRed4Climate is an annual climate-activism campaign designed
bring together the beauty and wellness industry by connecting
individuals to brands in taking direct, collective action by calling local
governments, advocating for specific climate legislation, through
community and tangible results.

22. Goalsandobjectives
1. Bring clear-cut annual information about the current state of
climate change to as wide an audience as possible, stemming
from the beauty and wellness world
2. Generate as many calls to governments across the US
advocating for specific climate legislation
3. Community engagement and events to act as a “we”
4. Impact stats or art: Show people how their voices were
heard

23. Strategy
● September 21= annual #CodeRed4Climate DAY
○ Cohesive, call to action from each participating brand (as before)
○ Additional PR package for celebrities/ influencers (same CTA)
■ Let them create/ share the message the way they want
● Encourage them to share their calls
● Others will follow
● Renewed letter to congress (plus announce new supporting brands)
● All participating brands with store fronts host congress-calling event
● Show impact
○ Live number of calls that have been made to the listed number
on website
○ Testimonials from people in Congress, how they felt the impact
from this initiative

24. which is more influentialto you?
OR
Words that come to mind to describe each?
Corporate
Individual

25. What Melanie
Bender posted
in 2021:
More of this vibe!!
(for individuals/ celebrities/ influencers)
- Genuine
- Her voice
- Those who
follow her
already love
it

26. Targetaudience
Demographics
● Mainly women
● 21-45
● USA
Psychographics
● Appreciate quality and care
● Wellness and beauty
followers and experts
● Daily use of social media
● Activists
● Impact and environment
cautious

27. Geography
All across the United States

28. Singlemostcompellingidea
One call can make a huge difference for the beauty and wellness
of our home if we act together.

29. PrimarySelling/informationpoints
● Created and supported by
○ #Call4Climate
○ Fossil Free Media
○ Introduce other leading experts in the field to the board
● Statistics from Pew Research
● Live call updates
● Versed stamp of approval
○ And the participating beauty brands/ influencers/ celebrities

30. Prominentcalltoaction
JOIN the cool people
that care, CALL, and
SAY
“If I did it, you can
too”

31. Mandatories
Each participating beauty
brand must
1. Change profile icon
2. Post all three
infographics with
designated copy
a. Tagging @ItsPlanetA
b. Hashtagging
#CodeRed4Climate
Celebrities/ Influencers the
campaign reaches out to:
1. Tag @ItsPlanetA
2. Hashtagging #CodeRed4Climate

32. Campaignpersonality
Genuine
Intelligent
Leadership
Community
Building
Positive
Motivating

33. YOU CAN TAKE ACTION AT ANY TIME!
Visit call4climate.com
Thank you!