Company: A.S. Watson Group
Company Description: A.S. Watson Group is the world's largest international health and beauty retailer operating over 16,000 stores under 12 retail brands in 28 markets, with over 130,000 employees worldwide. For the fiscal year 2022, A.S. Watson Group recorded revenue of US$22 billion.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Influencer Management
 Nomination Title: Go Green with Watsons: Making Sustainability Sustainable
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Total 8 words used.
Campaign Period: 27 Jan – 31 May 2023
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 221 words used.
The collaboration with MIRROR has enabled Watsons to create a credible sustainability campaign with extensive reach across Asia. Social tags #GoGreenwithWatsons and #TeamGreen reached 68M people and generated 32M positive reactions, and 210K engagements over 1K posts, with HK$23M PR value.
With a multi-channel edutainment approach, sustainability was made fun and engaging for customers. The event and In-App gamification were successful, with users able to engage virtually with MIRROR members over six weeks, resulting in the upload of photos of sustainable actions and boosting social engagement.More than 300,000 green actions are recorded and offsetting 900 tonnes of CO2 across the region . The Watsons App has successfully recruited over 670,000 first time users over the campaign period.
The campaign was well-received by the audience and resulted in noticeable behavioral changes. In-store plastic bag usage at checkout declined by 14%, and sales of Sustainable Choices products, ranging from personal care to cosmetics, increased by 20%, indicating a shift towards sustainable living habits by choosing environmentally-friendly products.
Overall, Watsons reinforced their sustainable brand position, becoming the No.1 Most Sustainable Retailer in Asia Brand Equity Index. Partnering with MIRROR has elevated the campaign, allowing it to reach a wider audience and amplify its success, with a proven track record of customers shifting towards green habits and making sustainability more sustainable.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 213 words used.
The COVID-19 pandemic in 2020 shifted people's attitudes towards their impact on the planet. However, translating these attitudes into action is easier said than done. As the world's largest health and beauty retailer, Watsons recognizes that our responsibility goes beyond simply being a retailer. We are committed to setting an example in the fight against climate change and promoting sustainable practices that benefit both people and the planet.
The Go Green with Watsons Campaign was launched during 27 Jan – 31 May 2023, targeting our GenZ customers in Asia including Hong Kong, Taiwan, Malaysia and Singapore. Instead of marketing a product or service of Watsons, the key objective of the campaign is to encourage people to take action towards sustainability and make it a sustainable habit that can make a positive impact to our planet.
Watsons believes p urpose-driven marketing is key to building a brand that promotes mission and values. That’s why Watsons identified MIRROR, who shares the same vision of making the environment more sustainable, to be the ambassador of the campaign. Through this partnership, Watsons is able to leverage MIRROR's fan base in Asia and create wider awareness of the sustainability efforts . This helps differentiate Watsons from its competitors and create a unique brand identity that drives long-term loyalty and growth.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 249 words used.
The crossover with MIRROR - the No.1 boyband as our ambassadors for change, we wanted to present sustainability in a fun, accessible and practical way to create a global movement bringing together and influencing individuals to take collective action.
Leveraging Fan Power in Asia
MIRROR has a large and passionate fan base in Asia. Watsons leveraged this fan power to drive engagement and awareness around sustainability. Fans of MIRROR were encouraged to participate in the Go Green campaign by sharing the theme song on social media and checking in at Watsons stores. The campaign was a hit among MIRROR's fans. The hashtag #GoGreenWithWatsons trended on social media platforms reached 100 million customers across Hong Kong, Malaysia, Taiwan, and Singapore.
Co-Creation of a Theme Song for Social Interaction
Watsons and MIRROR co-created a theme song for the Go Green campaign. The song featured the SKIP IT, BRING IT and KEEP IT messaging to promote the importance of the 3R's. The song was a hit among MIRROR's fans and helped to drive engagement and awareness around sustainability. The song was released on various social media and displayed in stores to bring awareness to Go Green programme.
User-Generated Content and KOL Collaboration with Local Influencers
Fans of MIRROR were encouraged to participate in the dance challenge of the theme song, where they could upload their own versions of the dance to social media and reward them with Watsons x MIRROR branded merchandise, further contributing to the strong engagement of the campaign.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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