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老牛奶
案例简介：为什么这项工作与PR相关？ 食物浪费是一个全球性问题，但关于可持续性的倡议可能是说教式和无聊的，使它们的效果降低。 老牛奶是一个有针对性的、创造性的、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将可持续发展的努力变成了一场有趣而令人难忘的公关活动，产生了真正的影响。 通过社交媒体，在线，印刷和户外传播旧牛奶，Coop确保了他们的重要信息不容错过。该倡议得到了媒体的广泛报道，并使食物浪费成为全球的热门话题。 背景 情况: 食物浪费是一个全球性问题，瑞典也不例外。瑞典家庭的食物38% 被浪费，与流行的观点相反，家庭要比公司承担更多的食物浪费。一个原因是，人们经常扔掉那些在约会前已经过了过度谨慎最好的产品，没有先闻到或品尝它们。 简介: Coop是瑞典第二大食品杂货连锁店，以其可持续的做法而闻名，它希望以一种引人入胜的方式提高人们对食物浪费的认识，并通过这样做，被认为是快速消费品中最具环保意识的瑞典品牌。 目标: 500万获得的媒体印象 (占瑞典人口的一半) 20新闻-文章 所有媒体报道的80% 都应该提到与Coop有关的 “利用我们的感官减少食物浪费”。 相互作用: 创建与观众的物理互动，可以通过有形的结果进行评估。 品牌认知: 在可持续发展的范围内为Coop已经值得信赖的品牌增加创新。 描述创意 (投票20%) 如果人们不再依赖最好的日期，食物浪费将大大减少。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，那会怎么样？ 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种气味，人们可以作为参考来知道他们的牛奶何时可以饮用。 香水是一种意想不到的方式，可以提醒人们使用嗅觉来确定产品何时准备好投放垃圾。为了增加惊喜因素，我们将新香水包装成高级品牌香水。 通过变得有趣而不是说教式，Coop设法激发了人们对世界各地食物浪费的兴趣，这种方式在可持续性方面是全新的，赢得了我们目标受众及其他受众的关注。 描述公关策略 (投票30%) 我们的目标受众是25-55岁的瑞典人，因为许多人具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。 许多公司都是被动的，将可持续发展工作的重点放在风险最小化上。因此，沟通往往最终是说教式的，很容易耸耸肩。 我们需要一个核心的想法，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、积极主动的东西，这会产生情绪反应。 为了增加冲击因素和活动影响，我们的方法是在我们所有的单位和媒体选择中搭载典型的高级香水美学。 通过变得有趣而不是讲道，Coop设法激发了人们对世界各地食物浪费的兴趣，这种方式在可持续性方面是全新的，并赢得了我们目标受众及其他受众的关注。 描述PR执行情况 (投票20%) 第一步是制造香水。旧牛奶的气味是由专业调香师创造的，他重现了旧的，无法饮用的牛奶的气味。开发历时10个月。 我们主要通过赢得媒体和公关活动来发起这项活动，通过向有影响力的人、记者和其他相关意见领袖发送香水和我们的关键信息。 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。 我们关于可持续发展的信息被臭印刷广告，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，老牛奶很快成为全球新闻。 对该计划的关注将来自世界各地的人们带到我们的活动网站，在那里他们可以订购自己的免费旧牛奶样品。8,000 + 样品在第1周装运。 列出结果 (投票30%) 必须至少包括以下两层: -2.5亿获得的媒体印象 (与客观500万印象相比) -25个国家的213篇媒体文章 -第1周通过campaign microsite要求的8,000 + 气味样本 -50,000 + 访客在第1周的活动微网站 -96% 提到的报道，我们应该在扔掉食物之前开始使用我们的感官，与Coop有关-证明竞选信息是不可能错过或误解。 -牛奶销量增加了4.5%…… 但只要不浪费，这就是我们的好! -全球利益: 从德国，法国，荷兰，美国，印度，澳大利亚和中国，以及瑞典要求样品。 -Coop品牌认知是一家对环境负责的现代公司，与第二季度相比，第三季度5% 增长 (没有其他可持续发展活动)。这优于Coop以前的任何目的运动。 -Coop被评为 “瑞典最可持续的品牌和瑞典最环保的品牌”。2018年12月7日
老牛奶
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PR相关？ 食物浪费是一个全球性问题，但关于可持续性的倡议可能是说教式和无聊的，使它们的效果降低。 老牛奶是一个有针对性的、创造性的、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将可持续发展的努力变成了一场有趣而令人难忘的公关活动，产生了真正的影响。 通过社交媒体，在线，印刷和户外传播旧牛奶，Coop确保了他们的重要信息不容错过。该倡议得到了媒体的广泛报道，并使食物浪费成为全球的热门话题。 背景 情况: 食物浪费是一个全球性问题，瑞典也不例外。瑞典家庭的食物38% 被浪费，与流行的观点相反，家庭要比公司承担更多的食物浪费。一个原因是，人们经常扔掉那些在约会前已经过了过度谨慎最好的产品，没有先闻到或品尝它们。 简介: Coop是瑞典第二大食品杂货连锁店，以其可持续的做法而闻名，它希望以一种引人入胜的方式提高人们对食物浪费的认识，并通过这样做，被认为是快速消费品中最具环保意识的瑞典品牌。 目标: 500万获得的媒体印象 (占瑞典人口的一半) 20新闻-文章 所有媒体报道的80% 都应该提到与Coop有关的 “利用我们的感官减少食物浪费”。 相互作用: 创建与观众的物理互动，可以通过有形的结果进行评估。 品牌认知: 在可持续发展的范围内为Coop已经值得信赖的品牌增加创新。 描述创意 (投票20%) 如果人们不再依赖最好的日期，食物浪费将大大减少。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，那会怎么样？ 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种气味，人们可以作为参考来知道他们的牛奶何时可以饮用。 香水是一种意想不到的方式，可以提醒人们使用嗅觉来确定产品何时准备好投放垃圾。为了增加惊喜因素，我们将新香水包装成高级品牌香水。 通过变得有趣而不是说教式，Coop设法激发了人们对世界各地食物浪费的兴趣，这种方式在可持续性方面是全新的，赢得了我们目标受众及其他受众的关注。 描述公关策略 (投票30%) 我们的目标受众是25-55岁的瑞典人，因为许多人具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。 许多公司都是被动的，将可持续发展工作的重点放在风险最小化上。因此，沟通往往最终是说教式的，很容易耸耸肩。 我们需要一个核心的想法，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、积极主动的东西，这会产生情绪反应。 为了增加冲击因素和活动影响，我们的方法是在我们所有的单位和媒体选择中搭载典型的高级香水美学。 通过变得有趣而不是讲道，Coop设法激发了人们对世界各地食物浪费的兴趣，这种方式在可持续性方面是全新的，并赢得了我们目标受众及其他受众的关注。 描述PR执行情况 (投票20%) 第一步是制造香水。旧牛奶的气味是由专业调香师创造的，他重现了旧的，无法饮用的牛奶的气味。开发历时10个月。 我们主要通过赢得媒体和公关活动来发起这项活动，通过向有影响力的人、记者和其他相关意见领袖发送香水和我们的关键信息。 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。 我们关于可持续发展的信息被臭印刷广告，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，老牛奶很快成为全球新闻。 对该计划的关注将来自世界各地的人们带到我们的活动网站，在那里他们可以订购自己的免费旧牛奶样品。8,000 + 样品在第1周装运。 列出结果 (投票30%) 必须至少包括以下两层: -2.5亿获得的媒体印象 (与客观500万印象相比) -25个国家的213篇媒体文章 -第1周通过campaign microsite要求的8,000 + 气味样本 -50,000 + 访客在第1周的活动微网站 -96% 提到的报道，我们应该在扔掉食物之前开始使用我们的感官，与Coop有关-证明竞选信息是不可能错过或误解。 -牛奶销量增加了4.5%…… 但只要不浪费，这就是我们的好! -全球利益: 从德国，法国，荷兰，美国，印度，澳大利亚和中国，以及瑞典要求样品。 -Coop品牌认知是一家对环境负责的现代公司，与第二季度相比，第三季度5% 增长 (没有其他可持续发展活动)。这优于Coop以前的任何目的运动。 -Coop被评为 “瑞典最可持续的品牌和瑞典最环保的品牌”。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
老牛奶
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Old Milk
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