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An effective marketing campaign to raise awareness about ethical consumption

Today, individuals are becoming increasingly aware of the impact of their consumption on the environment and want to consume better. Despite this, some business operations, such as Black Friday, are isolated and continue to advocate for unfair consumption. Fortunately, brands are also taking the opposite approach by offering local and sustainable consumption. on the occasion of black Outside On Friday, Camiff, in collaboration with Reach, a specialist company in influence marketing, organized a campaign to encourage people to consume less but better…

the context of the campaign

Camiff, a brand of home appliances, advocates for sustainable consumption with furniture designed to be locally produced and sustainable. For over 3 years now, the brand has been protesting Black Friday, which has led to a lot of unnecessary purchases and the resulting impact on the environment.

During last Black Friday, to mark the spirits even more, the company joined forces with influential people with values ​​turned toward ethical consumption.

To organize the campaign, Kampf called on Reich, with whom she had already collaborated.

In fact, thanks to influencers, Kampf had the opportunity to work with Reach for the first consumer awareness campaign. Thanks to his technology, Reich was able to identify influencers in line with the brand’s values ​​by offering them content to feed Camiff’s social networks and product sheets.

3 influencers were also chosen to promote the brand’s responsible and Made in France products.

Results of this first campaign : A peak in traffic to the site, +336% of influencers opted for product consultations and 102 extra in cart.

After this first success, Kampf renewed its operations with Reach and assigned it anti black friday campaign,

#JeMeDeconnectePourLaPlanète campaign

The aim of the campaign was to leave a mark so that more and more people dedicate this day to actions in favor of the planet rather than shopping.

For this awareness campaign, Reich selected 22 Instagram influencers with ethical and responsible profiles, including Hugo Decrypt, Les Estuaries de Margaux and You Make Fashion (an audience of 1.5 million followers among them).

A week before Black Friday, influencers took to YouTube and Instagram to inform their respective audiences outlining their collaboration with Camify and the reasons for their commitment to their cause.

On D-Day, in addition to shutting down the site, all influencers closed their social accounts and posted only a blue monochrome image with the hashtag #JeMeDeconnectePourLaPlanète to show and challenge their support for the movement.

campaign results

68 posts were posted on the social accounts of 23 active influencers, the results were:

  • 2.4 million impressions;
  • 70,000 Instagram Engagements:
  • 300,000 youtube views.

The brand also gained 1,100 customers and the operation was automatically relayed to various celebrity accounts who played along. Such is the case with Joy Star, for example.

For this A to Z campaign by Reach, the brand activated its technology throughout the process to identify, activate and monitor results. The creative tool was also developed by Reach teams.

To learn more about Reach, I invite you to visit their site.

Article written in collaboration with Reach

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