KEY INSIGHTS

71 % of our target do not know that Cointreau is made from orange peels.

73% of millenials are willing to pay more for products from brands who are aware of their environmental and social impact.

CREATIVE IDEA

Create a participative reforestation project in the Casamance region in Senegal, where local biodiversity is endangered, because Senegal is where we source most of our orange peels.

Thus we set up a contract with a local environmental organization, committing Cointreau to plant a tree every time someone posts with the hashtag #1orange1tree

Take a photo of yourself with 1 orange = 1 tree will be planted thanks to the hashtag #1orange1tree

360 PROGRAM

To amplify our impact, we suggested two different ways of joining the challenge on all our touchpoints.

SIMULTANEOUS LAUNCH ON 14/11/2016:

- WEBSITE

The #1orange1tree website which describes the project and how to join.

- INTERACTIVE SHOP WINDOW

Launch event with press for Liberty’s first ever shop-window where clients could enter, and plant a tree just by having their photo taken in the photobooth.

- SOCIAL MEDIA

Laetitia Casta published her participation to the challenge on social media nominating Naomi Campbell, Cindy Crawford and Victoria Beckham to join.

We invited our blogger contacts to the launch and to join the challenge

- IN-STORE

The gift box was available at Liberty, and for each gift box sold, 50 trees will be planted.

- EVENTS

The photobooth was then used for all the following United Kingdom events.

It also allowed us to collect emails and print photos.

AWARENESS

Reach: 147 million impressions as of today

= X12 VS previous limited edition

Mentions volume: X7 in 1 month

eRP: 122 articles worldwide

Earned media value = 3.5 Million €

CONSIDERATION

Uplift of buying intent = + 37% VS unexposed target

SALES

All gift boxes in the United Kingdom sold in 7 days at the price of 250€/gift box

NET SENTIMENT

98% positive net sentiment observed on the internet comparing #1orange1tree as the next IceBucket Challenge.

TREES

5583 trees will be planted early August

ADDITIONNAL EFFICIENCY INFORMATIONS :

No budget was given to bloggers, celebrities or participants.

Channel 5 came to film the interactive shop window.