BRAND:
The Cocoon Original Vietnam
AWARD CATEGORY:
The Best CSR Campaign
CAMPAIGN TIME RANGE:
5/5/2023 - 15/6/2023
CREDITS:
CASE STUDY VIDEO
STRATEGY
Environmental protection is one of the core operating philosophies of Cocoon vegan cosmetics. Therefore, our environmental protection strategy is to choose a small action that everyone can do and "do it thoroughly" for a long time to create good habits for our customers.
The project "Recycling old batteries - protecting the green earth" was born from the above strategic orientation. To create credibility for the project, we chose to partner with a reputable organization that has an influence on young people, which is Ho Chi Minh City University of Education. From there, we have had many advantages in connecting with other universities nationwide. In parallel, we also sent invitations to cooperate with strategic partners distributing Cocoon's products such as: cosmetic systems, reputable pharmacies in Vietnam. And thanks to the help of schools, cosmetic systems, and pharmacies, the battery recycling project has quickly crept into people's lives more easily and created a very positive wave of response.
INSIGHT
Protecting the environment is not the responsibility of any one individual or group. Each person must recognize the importance of protecting the environment and adjust their actions accordingly. One person acting alone cannot make a difference, but thousands, millions of people doing the same thing to protect the environment will surely make a big difference.
Batteries are a very common energy storage tool in our lives, but not everyone knows how to dispose of used batteries. According to research by experts, just one small battery can pollute 500 liters of water or 1 cubic meter of soil for 50 years. Therefore, used batteries need a proper treatment process to completely remove all toxic substances before being released into the environment. And surely you don't want your children and grandchildren to suffer the consequences of unknowingly throwing away used batteries with household waste.
Collecting used batteries is a very easy thing that anyone can do and it doesn't take much of your time, but it has a huge benefit for the environment. Cocoon brings you a project to collect and process used batteries, helping you to dispose of these batteries properly so that they are no longer a threat to the environment.
CREATIVE IDEA
Recycling old batteries – protecting the green earth.
Proper battery disposal is a joint effort to protect the environment.
We aim to convey two important messages in this creative idea. First, we want users to understand the true nature of batteries and why they need to be disposed of properly. This will raise awareness among users about the importance of collecting old batteries and bringing them to collection points instead of throwing them away with household waste. Second, we are calling for action to protect the environment together with Cocoon by creating convenient battery collection points in major cities to attract everyone's participation. We also offer an effective battery disposal solution that gives old batteries a "new life" and prevents them from harming the environment.
CONNECTION PLAN
In the preparation phase of the project launch, we continuously posted information about the harmful effects of old batteries on the environment, quoted experts, and proposed solutions for handling old batteries... on the brand's Fanpage (more than 300k followers) and Instagram (more than 47k followers). At the same time, partner schools, cosmetics systems, and pharmacies also simultaneously posted articles updating information about battery collection points, official battery collection times... This has helped Cocoon attract the attention and expectation of many customers for the project.
At the time of the project launch, besides continuing to build content towards environmental protection by collecting batteries and bringing them to exchange points, we also cooperated with KOLs and KOCs who support the green lifestyle to promote the project such as: Suboi, Eric Tho, Tong Khanh Linh, Linh Sim, suidavegetarian... + increasing the project's recognition with #Thuhoipincu, we created a wave of support on the FB and Tiktok platforms.
Besides, the project also received a lot of support in communication from prestigious press agencies such as VTV, HTV, Tuoi Tre, VnExpress, ...
In terms of offline, in order to increase the project's recognition at schools, cosmetic stores or pharmacies, we designed old battery collection boxes (0.4x1m) made of environmentally friendly materials (carton and wood), simulating the shape of actual batteries to help users feel the seriousness and meticulousness of the organizing unit, while also bringing a sense of closeness.
In addition, to encourage customers to participate, we also give away Ben Tre coconut oil lip balms printed with the project's message to help users remember and form the habit of storing batteries to bring to exchange points instead of throwing them away with household waste
OBJECTIVE-BASE KPI
When we started the project in the first year (2022), we set a goal of collecting about 1 ton of old batteries in Ho Chi Minh City. The result exceeded expectations with more than 2.5 tons collected and processed. In the second year of implementation, we expanded the project to Hanoi and set a goal of collecting about 5 tons of batteries for these two major cities. The result again exceeded expectations with nearly 10 tons of batteries actually collected and processed.
We are very happy that the program is really creeping into the lives of customers and helping them form the habit of collecting old batteries and bringing them to exchange points to protect the environment. Moreover, this program also helps us to strengthen the love of customers for the brand
