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Iris > 实例探究 > 改变观念:BRITA 反对一次性塑料水瓶的运动
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Transforming BRITA's Brand Perception Through IoT and Sustainability

技术
  • 传感器 - 电表
适用行业
  • 塑料
  • 零售
适用功能
  • 销售与市场营销
用例
  • 智慧城市供水管理
  • 泄漏与洪水监测
挑战
挑战在于将 BRITA 的认知从功能性和过时性转变为相关性和吸引力,并强调一次性塑料水瓶对环境造成的破坏。
关于客户
BRITA 是一个提供美味水解决方案的品牌,无需使用一次性塑料水瓶。
解决方案
解决方案是与 Retail Economics 合作制作一份白皮书,其中包含有关营销活动对塑料水瓶销售影响的确凿事实。与此同时,还推出了由演员詹姆斯·巴克利 (James Buckley) 主演的恶搞广告活动以及由有影响力人士创作的社交优先内容。
运营影响
  • The campaign was successful in transforming BRITA's brand perception from being functional and outdated to relevant and engaging. It effectively highlighted the company's sustainability benefits and positioned BRITA as a solution to the global plastic crisis. The campaign also managed to engage the community and encourage proactive participation, which was evident in the high engagement rates on influencer content. The use of humor and spoofing content resonated with the target audience, making the campaign more relatable and impactful. The campaign also succeeded in gaining significant media coverage, further enhancing BRITA's brand visibility and reputation.
数量效益
  • 257k campaign webpage click-throughs
  • 20 million video views
  • 2.5% average engagement rate on influencer content

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