BRAND:
Coca-Cola
AWARD CATEGORY:
The Best CSR Campaign
CAMPAIGN TIME RANGE:
20/10/2023 - 31/12/2023
CREDITS:
WPP Open X, led by T&A Ogilvy Vietnam, EssenceMediacom, INCA
CASE STUDY VIDEO
STRATEGY
The Background:
TCCC’s Coke Reborn program champions sustainability by using 100% recyclable rPET plastic for every Coke bottle. Partnering with local organizations (VECA and Duy Tan), TCCC fosters a seamless recycling system.
The challenge:
In Vietnam, two target groups for the Coke Reborn program are identified:
- Eco Actives: Engaged in recycling but on an individual level.
- Eco Considerers: Willing to recycle but uncertain about the outcomes of their actions.
The Strategy:
- The campaign aims to engage two segments: Eco Actives, passionate environmentalists, and Eco Considerers, who have good wills but need more motivation to pursue environmental actions. Eco Actives will initiate a trend, while Eco Considerers will follow, creating an end-to-end recycling movement.
- The movement doesn’t stop from one individual to another, we also aim to connect social media engagement to real-world actions and create a continuous loop of discussion and content to sustain the meaningful momentum.
INSIGHT
As a generation deeply rooted in social media, we’d like to share trending and exciting things about our life. Unfortunately, not all environmental actions are share-worthy. That’s why in our campaign we want to turn recycling into a social trend, led by Eco Actives and adopted by Eco Considerers.
CREATIVE IDEA
OUR BOTTLES CAN LIVE MANY LIVES
Coca-Cola bottles can undergo multiple real-life cycles through use and recycling. Additionally, they can gain more virtual lifetimes on social media platforms as trending topics. This transition between reality and social media enhances the impact of recycling on consumers and boosts popularity.
CONNECTION PLAN
Phase 01: Viral Event
Goal: Gather Eco Actives into a community and let them become initial influencers.
We hosted a groundbreaking event with numerous influencers in green living, showcasing Coca-Cola's recycling process on a large billboard, and demonstrating how a Coke bottle is recycled from start to finish. Consumers engaged by dropping their plastic bottles under the billboard, receiving a new Coca-Cola bottle in return. This became a highlight of the 2-day event, attracting thousands of participants, engaging them, and triggering social media sharing. Many PR owners amplify the event's message.
As a result, this increases the confidence of Eco actives in discussing the topic. This momentum influenced the second target group, the Eco Considerers.
Phase 02: Social Trend
Objectives: Turn waste recycling into a viral social media trend and engage the Eco Considerers group.
After the viral offline event, we launched a social media campaign to make recycling a trend.
We selected influencers with large public followings from different categories, including KOL Minh Tú, who led the challenge of catching plastic bottles and showcasing their lifecycle.
In a hero video, Minh Tú enjoys a Coca-Cola, then shares recycling information and challenges others to join. This challenge spreads exponentially, becoming a trend across social networks.
Phase 03: Massive message campaigns
Objectives: Demonstrate recycling's impact and encourage action.
Initially, we used an OOH video to showcase Coke's recycling process, broadcast in 13 LED malls and 915 coffee shop screens. Simultaneously, thematic videos about recycling and educational content about partner VECA were shared on Meta, TikTok, and YouTube.
Additionally, Coke partnered with Vietcetera for the Vietnam Innovator talk show to extend the campaign's reach. PR efforts amplified the campaign.
In response to heightened awareness, we collaborated with VECA to establish over 10 collection points/events for easy plastic waste disposal.
OBJECTIVE-BASE KPI
Significant results achieved both socially and in real life:
1790 participants in the event.
36,050 kg of waste plastic was collected from 255,500 plastic bottles
Social media metrics:
72% R1+ (unique user reached across platforms), 125 million impressions, and 18 million views.
KOLs: 193,921 engagements in the challenge and 18,9 million views for the full campaign
PR: 55 articles, 91.130 USD Earned Media Value
