Project Overview
In June of 2022, the Lewa Safari marathon took place at Lewa, Kenia, and Tetra Pak was there to hydrate the runners with their sustainable cartons of water that had a special connected experience developed by us. The challenge was creating the first-ever water in a connected package with a QR code that offers users a completely new interactive experience. Used by runners at the Lewa safari Marathon, the environmentally sustainable packet reduced carbo footprints by removing plastics weighing 300Kg. An interesting Quiz that collects data about the player’s knowledge regarding sustainability and valuable consumer insights. “Find the routes”: a simple but useful map of the marathon routes.
Challenge
The challenge was to drive awareness of the Safari Marathon, facilitate the runners with the routes, share valuable information about Lewa’s wildlife, and communicate all the advancements and actions that Tetra Pak is doing to help the sustainable production of their products in African communities.
The runners had a great chance to experience the connected packet with a QR code, a first for East Africa
Solution
Creating a digital experience that offered fun games as mediums to communicate the importance of recycling and sustainability actions taken by Tetra Pak to help and maintain the African ecosystem. Also, we added a live route map of the marathon to give the experience relevance and usefulness. The QR code of the connected experiences was present on the cartons of water given through the race.
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.
