Project Overview
Tetra Pak, Woodlands Dairy and Appetite Creative collaborated on a sustainability campaign that effectively educated consumers and promoted Woodlands Dairy as a sustainable brand. By scanning QR codes on Tetra Pak cartons, consumers accessed an interactive experience featuring a quiz and sustainability booklet, with a chance to win shopping vouchers. The campaign successfully engaged the target audience, achieved rapid growth, increased participation, and demonstrated the brand’s commitment to sustainability through favorable user engagement metrics such as a below-average bounce rate of 18% and an average user engagement time of 2 minutes and 14 seconds as well as strategic social media utilization.
Challenge
The primary challenge was to effectively communicate Woodlands Dairy’s sustainability initiatives and educate consumers about the importance of sustainability within the dairy industry. The campaign aimed to engage a wide range of audiences, with a particular focus on mothers and kids. The challenge was to capture their attention, encourage participation, and promote Woodlands Dairy as a brand that prioritizes sustainability. Furthermore, the campaign needed to provide an interactive and educational experience that would resonate with the target audience.
Solution
To address the challenge, Tetra Pak and Woodlands Dairy partnered with Appetite Creative to create an interactive experience that would educate and engage consumers. By scanning the QR code on Tetra Pak cartons, consumers embarked on the interactive experience. The experience included a quiz, featuring short and engaging questions, which aimed to educate consumers about sustainability and provide insights into Woodlands Dairy’s green initiatives. To enhance engagement, Woodlands Dairy offered 13,500R shopping vouchers as prizes in a weekly draw. Sharing the winners on social media channels created additional buzz around the campaign and raised awareness about Woodlands Dairy’s sustainability efforts.
Results
Rapid Growth and Increased Engagement: The campaign experienced rapid growth from the beginning of March, which can be attributed to the promotion and weekly sharing of winners on social media. This approach significantly contributed to increased engagement and participation.
Targeted Audience: Female consumers constituted the largest proportion of participants, making up 78% of the campaign’s audience. This aligns with the campaign’s focus on mothers and highlights the effectiveness of targeting this demographic.
Age Group Participation: Participants in the age group of 25-36 formed the largest proportion of the campaign’s audience, indicating successful targeting of the desired age demographic.
Effective Source of Traffic: The campaign received substantial traffic from Facebook, indicating that sharing winners on this social media platform yielded great results. This strategy effectively attracted visitors and increased visibility for the campaign.
Favorable User Engagement Metrics: The campaign achieved a below-average bounce rate of only 18%, indicating that the interactive experience successfully captured users’ attention and encouraged further engagement. The average user engagement time of 2 minutes and 14 seconds suggests that participants actively interacted with the content, spending a significant amount of time learning about Woodlands Dairy’s sustainability initiatives.
Conclusion:
The collaboration between Tetra Pak and Woodlands Dairy on their sustainability campaign proved highly successful in educating consumers, engaging the target audience, and promoting Woodlands Dairy as a brand committed to sustainability. The interactive experience, accessed through scanning QR codes on Tetra Pak cartons, effectively captured users’ attention and encouraged active participation, as demonstrated by the rapid growth, increased engagement, and favourable user engagement metrics. The campaign’s strategic use of social media, particularly in sharing winners and raising awareness, further contributed to its achievements. Overall, this campaign successfully communicated Woodlands Dairy’s sustainability initiatives, resonated with the target audience, and enhanced the brand’s reputation as an environmentally conscious leader in the dairy industry.
