Aquafina created a digital community and issued redeemable digital coins in exchange for recycling bottles to promote sustainability.
Objective
According to a 2022 report by Decision Lab, Vietnam generates an alarming 3.7 million tons of plastic waste annually, with a mere 10 to 15 percent retrieved for recycling. This stark figure underscores the urgent imperative to curtail plastic waste and foster robust recycling practices.
Aquafina's deep-seated promise to society involves a circular economy and reducing packaging waste.
Aquafina's campaign aimed to not just address this challenge but transform perceptions around it. Aquafina sought to spark a paradigm shift, making sustainability central to its brand strategy.
Aquafina's "Ripple Maker Community" is not just a campaign but a testament to the brand's unwavering commitment to curbing plastic pollution and fostering responsible consumption habits among consumers.
Context
While many brands preached sustainability, Aquafina brought together fashion, technology, and recycling to establish a new paradigm for environmental campaigns.
Aquafina undertook to engage the younger generation through cutting-edge technology to build a green community of sustainability enthusiasts, inspiring individuals and communities to contribute positively to the environment for a more sustainable future.
Target Audience
The target audience for this campaign was the emergent generation. These young people are true digital natives, wholeheartedly adopting innovations such as ChatGPT, AI, Generative AI, NFTs, blockchain, Web3, AR, and VR. These tools are intricately woven into their lives, reshaping their interactions, responses, and overall engagement.
With these technologies, they inspire and influence their communities. Their advocacy and dynamic activism resonate across industries, driving a shift towards sustainability and the integration of technology for environmentally friendly practices.
Creative and Media Strategy
Aquafina's creative and media strategies leveraged technology and social media platforms. The Ripple Maker Community engaged young digital natives with NFTs, blockchain, and hashtag challenges. Real-time results guided adaptations, leading influencers to join and inspiring nationwide recycling. Additionally, the Aquafina Vietnam International Week 2023 showcased exclusive designs from recycled materials, evoking hope.
Picture the stage of the prestigious Aquafina Vietnam International Week 2023, where the spotlight shined on exclusive designs crafted from recycled materials. These designs were not just a fashion statement; they were a testament to an innovative pursuit of sustainability.
It all began with Aquafina's launch of the Ripple Maker Community, which sought to foster a lively and engaged community around environmentally friendly pursuits. The guiding stars were cutting-edge technologies such as NFTs and blockchain, pointing the way towards a brighter, greener future. From turning a recycled bottle into a unique virtual character to showcasing exclusive designs crafted from these recycled materials, Aquafina ensured a holistic brand experience that resonated with both sustainability and fashion.
With over 100 recirculating machines across Vietnam, Aquafina encouraged everyone to collect plastic bottles for recycling efforts. When registering at a recycling machine, consumers received a unique virtual character that represented themselves in the Ripple Maker Community. Then, with every plastic bottle deposited, the consumer received a digital coin, which could be redeemed for virtual fashion items for dressing up their virtual characters. These digital coins could also be exchanged for movie tickets, cafe vouchers, etc.
Use of major social platforms like Facebook and TikTok further amplified the campaign's reach. Influencers and social hashtag challenges conveyed eco-friendly education with fashionable flair, sparking curiosity and inviting the public to join in recycling plastic bottles at offline locations.
The narrative reached its crescendo at Aquafina Vietnam International Week 2023, where the ripple effect of community, technology, and sustainability culminated in a display of exclusive designs, embodying hope and tangible change from a journey that began with a visionary idea.
Aquafina's approach seamlessly bridged offline recycling activities with the online Ripple Maker Community, ensuring a unified and consistent brand message across all touchpoints. By harnessing blockchain and NFT technology, Aquafina transformed the act of recycling into a digital enterprise, positioning the brand at the forefront of technological innovation for environmental causes.
The Ripple Maker Community program leveraged technology to enhance Aquafina's leadership as Vietnam's top package water brand, fostering sustainability and connecting with younger digital natives for a greener community. The program led to $2.6 million in earned media, a 20 percent increase in profit margins, and boosted awareness, while gaining support from influential ambassadors.
The Ripple Maker Community, with over 10,000 active members and growing, serves as a hub for engagement, education, and action, nurturing a loyal customer base dedicated to sustainability.
In a market saturated with sustainability campaigns, Aquafina's initiative stood out, seamlessly blending fashion and technology with recycling, resonating powerfully with consumers.
