Ciel, Mexico’s bottled water brand had been pro-actively helping environmental causes. They produced a water bottle with 30% plastic as well as creating a crowd-funding site that sponsored environmental projects in Mexico. They wanted to take their message one step further to show Mexico they understood the issues and inspire Mexico to embrace sustainability.

The audience were drawn to the content through the interactive basis of the ‘Planeta de Ideas’ series. In today’s modern world, social media is the currency for youth and each episode enabled live audience interaction through their favorite social platform like Facebook or Twitter. The series ideas were discussed in real time and a fully dedicated blog was built where people discovered special eco-features and information on how to participate in sustainability causes. They were also invited to special events where celebrities gave talks on saving the planet. These features were an attractive pull for our target audience.

The TV and webseries were so successful that we had to do an encore presentation on Televisa which is almost unheard of.

Ciel increased the number of people actively participating by 73% with 2,930 people sharing their dreams and projects for a better world.

The fanpage engagement rate was up 153% and Ciel water experienced a sales increase of 10%. Overall, with 29.7 million impressions, we overdelivered on the campaign metrics by 57%.

Most important, 31 of the projects generated by our series are today a reality, transforming Mexico into a better place.