A viral campaign

European Commission

In 2006 the European Union Ecolabelling Board (EUEB) finalised the ecological criteria for soaps, shampoos and hair conditioners, so manufacturers can apply for the Eco-label Flower award. Alligence is delighted to assist the EU in the development of a marketing and communications strategy to raise awareness of the Eco-label. Alligence suggested a communication mix comprising a campaign website, an e-mailing and a viral marketing campaign to make it all work successfully.

The hook of the viral movies is the concept of “nature’s call of the wild”.The videos show for instance a man getting into the shower using a new range of Eco-labelled products. They make him think he is king of the jungle and he acts rather silly. Flashbacks reveal what he has been up to, but also imply the powerful experience these products offer. Or: after his shower, a man does a rain dance in his backyard, while being watched by his neighbours.

The videos will link the user to the campaign website for more information and the second part of the viral campaign. Users can upload pictures there and customise characters that will represent them in a fun movie application. The chosen character(s) then enter a shower and start to wash their hair and/or body. The fun starts when the character exits the shower, invigorated and ready to start a crazy post-shower dance. At the end of the “show”, users are encouraged to read more about how to contribute to a more sustainable and cleaner environment.

Apart from offering users a series of short movies to choose from, they can also “direct” their own viral video and send it on. All videos can be uploaded and entered into competition for the most creative video. This element of competition keeps the campaign alive. All this will generate increased traffic on the website, taking users to the information on Eco-label for soaps, shampoos and hair conditioners.

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