Total 277 words used.
Objectives & Challenges
Watsons, the world's largest health & beauty retailer, has a social purpose of "Look Good, Do Good, Feel Great." To reflect this purpose and create rapport with customers, Watsons launched the Go Green with Watsons Campaign targeting Gen Z customers in Asia. The campaign aimed to encourage everyone to make green efforts a part of their everyday lives. Watsons collaborated with Hong Kong pop phenomenon MIRROR to spread the sustainability message across four markets, leveraging MIRROR's passionate fan base to drive awareness and engagement among the Gen Z audience.
Strategy & Execution The campaign was officially launched in Hong Kong with an event, followed by other O+O communications through physical stores and social media. At the event, the exclusive In-App game was introduced, and the theme song "GO GREEN“, co-created by Watsons and MIRROR to promote the importance of the 3R's - was debuted and quickly became a hit among fans worldwide.
Watsons adopted a green approach in event execution – being the first to reduce carbon footprint by minimizing waste in the first place, choosing reuse over recycling whenever possible and offsetting the carbon emissions in the end.
(1) Carbon Emissions Offset Overseas KOLs and fans were invited to participate in the Hong Kong event, spreading the message of sustainability to a wider audience. To offset the carbon emissions generated by their flights, Watsons supported carbon compensation projects offered by ClimatePartner. Also, the In-App game allowed Watsons to estimate the carbon emission savings for each green task performed by users and match the carbon savings by supporting carbon offset projects, doubling the positive impact of users' green actions.
(2) Minimal Wastage
Nomination Title: Go Green with Watsons: Making Sustainability Sustainable
