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老奶
案例简介：为什么这项工作与公关相关？ 食物浪费是一个全球性的问题，但是关于可持续性的倡议可能是说教和无聊的，使得它们效率较低。 旧牛奶是一个有针对性、创造性、核心思维的例子。通过开发一种闻起来像旧牛奶的香水，并通过多种渠道放大信息，瑞典杂货连锁店 Coop 将可持续发展努力转变为具有真正影响的娱乐和难忘的公关活动。 通过社交媒体，在线，印刷和户外传播旧牛奶，Coop 确保他们的重要信息不会被错过。该倡议得到了媒体的大量报道，并使食物浪费成为全世界的热门话题。 背景 情况: 食物浪费是一个全球性问题，瑞典也不例外。瑞典家庭 38% 的食物被浪费了，与流行观点相反，家庭比公司要对更多的食物浪费负责。一个原因是，人们经常扔掉在约会前已经过了过度谨慎的产品，而没有先闻到或品尝它们。 简介: Coop 是瑞典第二大食品连锁店，以其可持续发展而闻名，希望以一种引人入胜的方式提高对食物浪费的认识，通过这样做,成为快速消费品中最环保的瑞典品牌。 目标: 500万赚-媒体-印象 (占瑞典人口的一半) 20 新闻-文章 80% 的媒体报道应该提到与鸡舍有关的 “运用我们的感官减少食物浪费”。 互动: 与观众建立物理互动，可以通过有形的结果进行评估。 品牌感知: 将创新添加到 Coop 已经值得信赖的可持续发展品牌中。 描述创意 (20% 的选票) 如果人们在约会前停止依赖最佳，食物浪费将会显著减少。如果我们能找到一种方法来提醒人们在扔掉食物之前先闻闻和品尝食物呢？ 我们创造了旧牛奶，一种闻起来像牛奶变坏的香水。使它成为世界上第一个气味，人们可以用它作为参考来知道他们的牛奶何时可以饮用。 香水作为一种意想不到的方式提醒人们使用他们的嗅觉来确定产品何时准备好垃圾。为了增加惊喜因素，我们将新香水包装成高级品牌香水。 通过搞笑而不是说教，Coop 设法在世界各地激发了对食物浪费的兴趣，这在可持续性方面是全新的，赢得了我们目标受众的关注。 描述公关策略 (30% 的选票) 我们的目标受众是 25-55 岁的瑞典人，因为许多人有环保意识，并且有孩子，这使得他们的食物消费与目标相关。 许多公司都很被动，他们的可持续发展工作集中在风险最小化上。因此，这种交流往往以说教而告终，容易被忽视。 我们需要一个赢得核心的想法，这将在媒体和公众中产生真正的参与和兴趣。我们的方法是创造一些意想不到的和积极主动的东西，这会产生一种情绪反应。 为了增加休克因素和活动影响，我们的方法是在我们所有单位和媒体选择中依靠典型的高级香水美学。 通过搞笑而不是说教，Coop 设法在世界各地激发了对食物浪费的兴趣，这在可持续性方面是全新的，并赢得了我们目标受众及其他人的关注。 描述 PR 执行 (20% 的选票) 第一步是创造香水。旧牛奶的气味是由一位专业的调香师创造的，他重现了旧牛奶的味道。开发花了 10 个月。 我们主要通过赢得媒体和公关激活，向影响者，记者和其他相关意见领袖发送香水以及我们的关键信息来发起这项活动。 同时，我们推出了一部在线电影，以进一步引发社交媒体上关于食物浪费的辩论。 我们关于可持续性的信息被臭味印刷广告、广告牌和互动街头活动进一步放大。 随着我们的可持续发展信息跨越国界，旧牛奶很快成为全球新闻。 对该倡议的关注将来自世界各地的人们引向我们的活动网站，在那里他们可以订购自己的免费旧牛奶样品。8,000 多个样品在第 1 周发货。 列出结果 (30% 的选票) 您必须至少包括以下两层: -2.5亿获得的媒体印象 (与客观的 500万印象相比) -25 个国家的 213 篇媒体文章 -在第 1 周通过活动微网站请求的 8,000 多个气味样本 -50,000 多名访客在第一周的活动微网站 -96% 的报道提到，在扔掉食物之前，我们应该开始使用我们的感官，这与证明竞选信息是不可能错过或误解。 -牛奶销量增长了 4.5%…… 但是只要它没有被浪费，我们就可以了! -全球兴趣: 来自德国、法国、荷兰、美国、印度、澳大利亚和中国以及瑞典的样品。 -作为一家负责环境的现代公司，Coop 品牌认知在第三季度比 Q2 增长了 5% (没有其他可持续发展活动)。这比 Coop 以前的任何目的活动都要好。 -Coop 命名为 “瑞典最可持续品牌和瑞典最绿色品牌。” 2018年12月7日
老奶
案例简介：Why is this work relevant for PR? Food waste is a global problem but initiatives about sustainability can be preachy and boring, rendering them less effective. Old Milk is an example of targeted, creative, earned-at-the-core thinking. By developing a perfume smelling like old milk and amplifying the message via multiple channels, Swedish grocery chain Coop turned a sustainability effort into an entertaining and memorable PR campaign which had real impact. By spreading Old Milk through social media, online, print and outdoor, Coop made sure their important message couldn’t be missed. The initiative received massive media coverage and made food waste a hot topic worldwide. Background Situation: Food waste is a global problem and Sweden is no exception. 38% of food in Swedish households is wasted and contrary to popular opinion, households are responsible for more food waste than companies. A reason being is that people often throw away products that have passed their over-cautious best before dates, without smelling or tasting them first. Brief: Coop, Sweden's second largest grocery chain, known for its sustainable practice, wanted to raise awareness about food waste in an engaging way, and by doing so, become perceived as the most environmentally-conscious Swedish brand within FMCG. Objectives: 5 million earned-media-impressions (half of Sweden’s population) 20 news-articles 80% of all media-coverage should mention “use our senses to decrease food waste” in connection to Coop. Interaction: Create a physical interaction with the audience that could be evaluated through tangible results. Brand perception: Adding innovation to Coop’s already trusted brand within sustainability. Describe the creative idea (20% of vote) If people stopped relying on best-before dates, food waste would decrease significantly. What if we could find a way to remind people to smell and taste the food before throwing it away? We created Old Milk, a perfume that smells just like milk gone bad. Making it the first scent in the world people can use as a reference to know when their milk is drinkable or not. The perfume works as an unexpected way to remind people to use their sense of smell to determine when a product is ready for the trash. To increase surprise factors, we packaged the new fragrance like a premium branded perfume. By being funny rather than preachy, Coop managed to spark interest in food waste around the world, in a way that’s totally new in sustainability, earning attention from our target audience and beyond. Describe the PR strategy (30% of vote) Our target-audience was Swedes age 25-55, since many are environmentally conscious and have kids, which makes their food consumption relevant to target. Many companies are reactive and focus their sustainability work on risk minimizing. As a result, the communication often ends up being preachy and easy to shrug off. We needed an earned-at-the-core idea which would generate genuine engagement and interest amongst media and the public. Our approach was to create something unexpected and proactive, which would create an emotional reaction. To increase the shock factor and campaign impact, our approach was to piggyback on typical premium-perfume aesthetics in all our units and media-choices. By being funny rather than preachy, Coop managed to spark interest in food waste around the world, in a way that’s totally new in sustainability and earned attention across our target audience and beyond. Describe the PR execution (20% of vote) The first step was to create the perfume. The scent of Old Milk was created by a professional perfumer, who recreated the smell of old, undrinkable milk. The development took 10 months. We launched the campaign mainly through earned media and PR-activation, by sending out the perfume along with our key message to influencers, journalists and other relevant opinion leaders. Simultaneously, we launched an online film to further spark the debate on food waste on social media. Our message about sustainability was further amplified by smelly print ads, billboards and interactive street events. Old Milk became global news in no time with our sustainability message travelling across borders. The attention for the initiative lead people from all over the world to our campaign site, where they could order their own free sample of Old Milk. 8,000+ samples were shipped in week 1. List the results (30% of vote) must include at least two of the following tiers: -250 million earned media impressions (compared to objective 5 million impressions) -213 media articles in 25 countries -8,000+ scent samples requested via campaign microsite in week 1 -50,000+ visitors to the campaign microsite in week 1 -96% of coverage mentioned we should start using our senses before throwing away food, in connection to Coop – proof that the campaign message was impossible to miss or misunderstand. -Milk sales up by 4.5%…but as long as it wasn’t wasted, that’s ok by us! -Global interest: Samples requested from Germany, France, The Netherlands, USA, India, Australia and China, as well as Sweden. -Coop brand perception as a modern company that takes responsibility for the environment, up 5% in Q3 compared to Q2 (with no other sustainability campaigns running). This outperforms any previous purpose campaign by Coop. - Coop named 'Sweden's most sustainable brand and Sweden's greenest brand.’ 7th Dec 2018
Old Milk
案例简介：为什么这项工作与公关相关？ 食物浪费是一个全球性的问题，但是关于可持续性的倡议可能是说教和无聊的，使得它们效率较低。 旧牛奶是一个有针对性、创造性、核心思维的例子。通过开发一种闻起来像旧牛奶的香水，并通过多种渠道放大信息，瑞典杂货连锁店 Coop 将可持续发展努力转变为具有真正影响的娱乐和难忘的公关活动。 通过社交媒体，在线，印刷和户外传播旧牛奶，Coop 确保他们的重要信息不会被错过。该倡议得到了媒体的大量报道，并使食物浪费成为全世界的热门话题。 背景 情况: 食物浪费是一个全球性问题，瑞典也不例外。瑞典家庭 38% 的食物被浪费了，与流行观点相反，家庭比公司要对更多的食物浪费负责。一个原因是，人们经常扔掉在约会前已经过了过度谨慎的产品，而没有先闻到或品尝它们。 简介: Coop 是瑞典第二大食品连锁店，以其可持续发展而闻名，希望以一种引人入胜的方式提高对食物浪费的认识，通过这样做,成为快速消费品中最环保的瑞典品牌。 目标: 500万赚-媒体-印象 (占瑞典人口的一半) 20 新闻-文章 80% 的媒体报道应该提到与鸡舍有关的 “运用我们的感官减少食物浪费”。 互动: 与观众建立物理互动，可以通过有形的结果进行评估。 品牌感知: 将创新添加到 Coop 已经值得信赖的可持续发展品牌中。 描述创意 (20% 的选票) 如果人们在约会前停止依赖最佳，食物浪费将会显著减少。如果我们能找到一种方法来提醒人们在扔掉食物之前先闻闻和品尝食物呢？ 我们创造了旧牛奶，一种闻起来像牛奶变坏的香水。使它成为世界上第一个气味，人们可以用它作为参考来知道他们的牛奶何时可以饮用。 香水作为一种意想不到的方式提醒人们使用他们的嗅觉来确定产品何时准备好垃圾。为了增加惊喜因素，我们将新香水包装成高级品牌香水。 通过搞笑而不是说教，Coop 设法在世界各地激发了对食物浪费的兴趣，这在可持续性方面是全新的，赢得了我们目标受众的关注。 描述公关策略 (30% 的选票) 我们的目标受众是 25-55 岁的瑞典人，因为许多人有环保意识，并且有孩子，这使得他们的食物消费与目标相关。 许多公司都很被动，他们的可持续发展工作集中在风险最小化上。因此，这种交流往往以说教而告终，容易被忽视。 我们需要一个赢得核心的想法，这将在媒体和公众中产生真正的参与和兴趣。我们的方法是创造一些意想不到的和积极主动的东西，这会产生一种情绪反应。 为了增加休克因素和活动影响，我们的方法是在我们所有单位和媒体选择中依靠典型的高级香水美学。 通过搞笑而不是说教，Coop 设法在世界各地激发了对食物浪费的兴趣，这在可持续性方面是全新的，并赢得了我们目标受众及其他人的关注。 描述 PR 执行 (20% 的选票) 第一步是创造香水。旧牛奶的气味是由一位专业的调香师创造的，他重现了旧牛奶的味道。开发花了 10 个月。 我们主要通过赢得媒体和公关激活，向影响者，记者和其他相关意见领袖发送香水以及我们的关键信息来发起这项活动。 同时，我们推出了一部在线电影，以进一步引发社交媒体上关于食物浪费的辩论。 我们关于可持续性的信息被臭味印刷广告、广告牌和互动街头活动进一步放大。 随着我们的可持续发展信息跨越国界，旧牛奶很快成为全球新闻。 对该倡议的关注将来自世界各地的人们引向我们的活动网站，在那里他们可以订购自己的免费旧牛奶样品。8,000 多个样品在第 1 周发货。 列出结果 (30% 的选票) 您必须至少包括以下两层: -2.5亿获得的媒体印象 (与客观的 500万印象相比) -25 个国家的 213 篇媒体文章 -在第 1 周通过活动微网站请求的 8,000 多个气味样本 -50,000 多名访客在第一周的活动微网站 -96% 的报道提到，在扔掉食物之前，我们应该开始使用我们的感官，这与证明竞选信息是不可能错过或误解。 -牛奶销量增长了 4.5%…… 但是只要它没有被浪费，我们就可以了! -全球兴趣: 来自德国、法国、荷兰、美国、印度、澳大利亚和中国以及瑞典的样品。 -作为一家负责环境的现代公司，Coop 品牌认知在第三季度比 Q2 增长了 5% (没有其他可持续发展活动)。这比 Coop 以前的任何目的活动都要好。 -Coop 命名为 “瑞典最可持续品牌和瑞典最绿色品牌。” 2018年12月7日
Old Milk
案例简介：Why is this work relevant for PR? Food waste is a global problem but initiatives about sustainability can be preachy and boring, rendering them less effective. Old Milk is an example of targeted, creative, earned-at-the-core thinking. By developing a perfume smelling like old milk and amplifying the message via multiple channels, Swedish grocery chain Coop turned a sustainability effort into an entertaining and memorable PR campaign which had real impact. By spreading Old Milk through social media, online, print and outdoor, Coop made sure their important message couldn’t be missed. The initiative received massive media coverage and made food waste a hot topic worldwide. Background Situation: Food waste is a global problem and Sweden is no exception. 38% of food in Swedish households is wasted and contrary to popular opinion, households are responsible for more food waste than companies. A reason being is that people often throw away products that have passed their over-cautious best before dates, without smelling or tasting them first. Brief: Coop, Sweden's second largest grocery chain, known for its sustainable practice, wanted to raise awareness about food waste in an engaging way, and by doing so, become perceived as the most environmentally-conscious Swedish brand within FMCG. Objectives: 5 million earned-media-impressions (half of Sweden’s population) 20 news-articles 80% of all media-coverage should mention “use our senses to decrease food waste” in connection to Coop. Interaction: Create a physical interaction with the audience that could be evaluated through tangible results. Brand perception: Adding innovation to Coop’s already trusted brand within sustainability. Describe the creative idea (20% of vote) If people stopped relying on best-before dates, food waste would decrease significantly. What if we could find a way to remind people to smell and taste the food before throwing it away? We created Old Milk, a perfume that smells just like milk gone bad. Making it the first scent in the world people can use as a reference to know when their milk is drinkable or not. The perfume works as an unexpected way to remind people to use their sense of smell to determine when a product is ready for the trash. To increase surprise factors, we packaged the new fragrance like a premium branded perfume. By being funny rather than preachy, Coop managed to spark interest in food waste around the world, in a way that’s totally new in sustainability, earning attention from our target audience and beyond. Describe the PR strategy (30% of vote) Our target-audience was Swedes age 25-55, since many are environmentally conscious and have kids, which makes their food consumption relevant to target. Many companies are reactive and focus their sustainability work on risk minimizing. As a result, the communication often ends up being preachy and easy to shrug off. We needed an earned-at-the-core idea which would generate genuine engagement and interest amongst media and the public. Our approach was to create something unexpected and proactive, which would create an emotional reaction. To increase the shock factor and campaign impact, our approach was to piggyback on typical premium-perfume aesthetics in all our units and media-choices. By being funny rather than preachy, Coop managed to spark interest in food waste around the world, in a way that’s totally new in sustainability and earned attention across our target audience and beyond. Describe the PR execution (20% of vote) The first step was to create the perfume. The scent of Old Milk was created by a professional perfumer, who recreated the smell of old, undrinkable milk. The development took 10 months. We launched the campaign mainly through earned media and PR-activation, by sending out the perfume along with our key message to influencers, journalists and other relevant opinion leaders. Simultaneously, we launched an online film to further spark the debate on food waste on social media. Our message about sustainability was further amplified by smelly print ads, billboards and interactive street events. Old Milk became global news in no time with our sustainability message travelling across borders. The attention for the initiative lead people from all over the world to our campaign site, where they could order their own free sample of Old Milk. 8,000+ samples were shipped in week 1. List the results (30% of vote) must include at least two of the following tiers: -250 million earned media impressions (compared to objective 5 million impressions) -213 media articles in 25 countries -8,000+ scent samples requested via campaign microsite in week 1 -50,000+ visitors to the campaign microsite in week 1 -96% of coverage mentioned we should start using our senses before throwing away food, in connection to Coop – proof that the campaign message was impossible to miss or misunderstand. -Milk sales up by 4.5%…but as long as it wasn’t wasted, that’s ok by us! -Global interest: Samples requested from Germany, France, The Netherlands, USA, India, Australia and China, as well as Sweden. -Coop brand perception as a modern company that takes responsibility for the environment, up 5% in Q3 compared to Q2 (with no other sustainability campaigns running). This outperforms any previous purpose campaign by Coop. - Coop named 'Sweden's most sustainable brand and Sweden's greenest brand.’ 7th Dec 2018
老奶
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