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Feb 28, 2024

Comunicação de campanhas de sustentabilidade

sustentável

 

Embora alguns de nós façam um esforço adicional para reduzir o seu impacto no planeta, não o podemos fazer sozinhos.

 

Precisamos que as marcas, que têm muito mais influência do que uma única pessoa, tomem medidas transformadoras. Empresas de todos os setores prometeram reduzir as suas pegadas num esforço para aumentar a sustentabilidade para o bem do planeta. Mas para isso têm de fazer chegar a sua mensagem a um público alargado de uma forma memorável. Afinal de contas, as marcas também não o podem fazer sozinhas.

To leverage more powerful sustainable impacts, it's one thing to have a great idea, it's another to engage audiences in an impactful and tactful way.

 

The Body Shop's #BringBackOurBottles campaign

The Body Shop is one of those rare brands that realize the beauty industry is in dire need of a makeover. This sector alone generates billions of pieces of plastic every year, which end up in landfills and the ocean. While The Body Shop is not exempt from contributing to this problem, as it still uses some virgin plastic, its vision seems sound.

It was from this vision that the campaign was born #BringBackOurBottles.

The beauty giant created its own hashtag, which was first rolled out in Indonesia, to encourage customers to do just that - return their empty product bottles.

A marca estabeleceu uma parceria com a TerraCycle para instalar caixotes de reciclagem nas suas lojas de todo o mundo – um programa contínuo que motiva os clientes a devolverem as suas embalagens em troca de um vale de desconto resgatável. A campanha colocou a The Body Shop no centro das atenções como promotora ativa da economia circular e das campanhas sustentabilidade.

 

The strategy underpinning this vision

A The Body Shop utiliza várias estratégias de marketing (tal como a maioria das marcas), mas o marketing de clientes é a força motriz por detrás da criação de consciência que visa potenciar. Trata-se de maximizar as fortes relações com os clientes e a comunidade que rodeia a marca. Esta forma de marketing melhora a experiência dos clientes, reforçando a retenção e o crescimento da marca, com campanhas sustentabilidade.

To get customers to connect with The Body Shop, the company listened to their needs. It asked how they could recycle their packaging and The Body Shop offered the perfect solution. In turn, customers felt happy that they could continue to support a brand they love while also supporting the environment and contributing to positive action on sustainability.

Although recycling is not the solution to the plastic problem, it is still a positive step.

 

Why did it work?

Due to the volatile nature of the market, many businesses may find that attracting new customers can be a costly, time-consuming and disappointing exercise.

Retaining existing customers is cheaper than acquiring new ones. In addition, brands that use customer marketing can often count on consistent and predictable revenue. The goal is to turn existing customers into brand ambassadors.

Customer marketing works for The Body Shop because the majority of its customers prefer to support brands that take sustainability seriously, in their social and environmental issues. More and more people want to participate in the effort to make the planet less trashy and are likely to be increasingly active and participatory on this topic.

Despite The Body Shop's large-scale success, it continues to focus on the human aspect of its customer journey to establish trust. After all, trust in a brand is what makes people feel an emotional connection and want to share their stories.

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