Case Examine: How Amazon India UGC marketing campaign for World Recycling Day garnered 2.5k+ sustainability pledges

Launched forward of World Recycling Day, the Amazon India UGC marketing campaign drove house the message of lowering packaging waste by encouraging clients to reuse Amazon containers in artistic methods.

Amazon India rolled out a UGC marketing campaign that inspired clients to collectively have interaction in lowering packaging waste. Advocating them to embrace recyclable practices, the #PledgeToReuse marketing campaign calls on clients to find the choice advantages of an Amazon supply field by repurposing it in artistic methods, somewhat than discarding them as waste. The case research delves deeper into the marketing campaign execution and outcomes.

Class Introduction

Final yr has seen e-commerce play a extra central function in enabling clients to have their necessities being delivered to their doorstep in a secure and well timed method. With clients and companies counting on e-commerce greater than ever, Amazon has relentlessly centered on enhancing security, growing choice, comfort, ease, and velocity of supply throughout the nation. This has seen the corporate strengthening its operations footprint, and constructing a quick, secure, and resilient community to seamlessly fulfill buyer guarantees and serve their assorted wants. 

Whereas Amazon India continued to increase, it continued to construct on its sustainability dedication. The corporate has taken a multi-fold strategy in the direction of lowering its carbon footprint throughout its operations, which extends throughout waste, vitality, and water dialog. The final yr has additionally seen the corporate introducing a number of sustainability efforts globally and regionally, that helps ‘The Local weather Pledge dedication’.

Amazon India has eradicated 100% single-use plastic packaging originating from its 60+ fulfilment facilities in India. The primary milestone in the direction of this purpose was achieved in December 2019 when the corporate changed plastic packaging materials, reminiscent of bubble wraps and air pillows, with ‘paper cushion’ in its packaging. The corporate then launched 100% plastic-free and biodegradable paper tape earlier this yr, which is used to seal and safe buyer shipments. Moreover, the corporate has changed skinny cling movies for buyer deliveries amongst different materials with packaging choices that aren’t single-use plastic in nature. All different plastic packaging materials originating from the Amazon Fulfilment Facilities is 100% recyclable via obtainable assortment, segregation and recycling channels. Amazon has put in photo voltaic panels throughout 8 Fulfilment Centres and a pair of Type Centres. In January 2020, Amazon had dedicated to introduce 10,000 Electrical Autos (EVs) into its supply fleet by 2025.

Model Introduction

The Amazon.in market is operated by Amazon Vendor Providers Personal Ltd, an affiliate of Amazon.com, Inc. (NASDAQ: AMZN). Amazon.in seeks to construct essentially the most customer-centric on-line vacation spot for patrons to seek out and uncover just about something they need to purchase on-line by giving them extra of what they need – huge choice, low costs, quick and dependable supply, and a trusted and handy expertise; and supply sellers with a world-class e-commerce market.

Abstract

To interact customers and lift consciousness in the direction of environmental sustainability, the model launched a ‘user-generated content material’ marketing campaign – #PledgeToRecycle.

The marketing campaign was launched forward of World Recycling Day (18 March) on 3-March-2021 and ended on 15 March 2021. The marketing campaign had two key parts:

  1. The viewers taking up a pledge to recycle their containers, and
  2. A contest the place individuals might get artistic and showcase their DIY creations utilizing their Amazon supply containers.

The marketing campaign was supported by influencers who helped drive the pledge and seed artistic concepts. With participation from clients within the type of photos, movies, and messages about reusing their containers, they turned our evangelists and ambassadors and additional helped push ahead the narrative to a fair bigger viewers.

Drawback Assertion

Through the pandemic, clients confirmed indicators of turning into sustainability-sensitive. There was a 25% YoY development* in searches for ‘how one can recycle’ in India, in comparison with flat development in 2019. The model noticed this as a chance to encourage clients to collectively have interaction in lowering packaging waste. With clients being an integral a part of the model’s stakeholder ecosystem, it was determined to leverage #GlobalRecyclingDay to show the shoppers into model evangelists while advocating the adoption of recyclable practices into on a regular basis life.  

*12 months in Search: 2020 Report

Transient

The temporary was to leverage the rising sensitivity in the direction of sustainability on social media and urge customers to interact in a constructive and inventive method.

The general mission was to strengthen Amazon India’s dedication in the direction of environmental sustainability.

Artistic Concept

To trigger the shift in notion, a ‘user-generated content material’ marketing campaign was launched that constructed consciousness and engagement amongst clients and social media customers on the subject of environmental sustainability in a constructive, light-hearted, and inventive method.

The thought behind the marketing campaign was to get clients to take a look at their Amazon field in a brand new gentle – as a clean canvas to create one thing new and helpful.

Clients had been first sensitized to the thought of ‘reusing a cardboard field’ by taking up a pledge – #PledgeToReuse – by merely commenting/replying utilizing the hashtag. Subsequent, they had been urged to showcase their creativity by sharing pictures or movies of their reused-DIY tasks by tagging the model and utilizing #PledgeToReuse. Three choose entries had been gratified each day and three grand winners had been introduced on the finish of the marketing campaign.

The marketing campaign was supported by a bunch of related influencers who inspired others to tackle the pledge and shared their very own creations as DIY movies to seed concepts.

The marketing campaign was additional amplified by placement on the web site’s homepage and featured it on Amazon India’s owned channels.

Challenges

The problem was to current the problem in a light-hearted tone with out taking away from the principle message of ‘reuse’. To assist obtain the stability, DIY format was leveraged which naturally leans in the direction of ‘reuse, recycle & scale back’.

Additionally Learn: Case Study: How Sleepwell synonymized itself with healthy sleep through influencer outreach

Execution

The marketing campaign was launched forward of World Recycling Day (18 March) and ran from 3-15 March 2021 throughout Fb, Twitter, and Instagram. The 2-phase marketing campaign was launched on 3 March with a digital movie that launched the thought of reusing the field by sharing some enjoyable, easy examples of ‘how’. The movie was launched throughout social media.

Section 1 of the Amazon India UGC marketing campaign was to drive pledges and to open up the shoppers’ minds in the direction of reusing a supply field to create one thing new and helpful for themselves. Clients had been requested to remark/reply or put up utilizing – #PledgeToReuse.

As a part of part 2, a contest was launched for patrons which had been energetic from 6-15 March 2021. Throughout this era, they had been urged to share their concepts and creations with us through Fb, Twitter, and Instagram utilizing the hashtag. Each day, three winners had been gratified and on the finish of the competition, the three most original concepts had been introduced as grand winners.

Throughout this part, the Amazon India UGC marketing campaign was supported by a bunch of area of interest and focused influencers who helped amplify the pledge and helped seed artistic DIY concepts:

The Amazon India UGC marketing campaign was given visibility on the model weblog – Day One and on the e-commerce web site’s homepage.

Outcomes

Quantitative

  1. Throughout shopper dealing with model handles throughout Fb, Twitter and Instagram
  2. Obtained 1000+ distinctive contest entries
  3. Over 2500 pledges had been taken
  4. The impression of the marketing campaign was amplified via media outreach efforts, which garnered 64 tales throughout regional and nationwide on-line media

Qualitative

Clients unleashed their creativity and submitted inspiring entries in each, video and picture codecs.

Quotes

Talking in regards to the marketing campaign, Prakash Kumar Dutta, Vice President, Fulfilment Centre & Provide Chain Operations, Amazon India, mentioned, “The ‘Pledge to Reuse’ is an interesting instructional marketing campaign designed to advertise the thought of incorporating recycling and reuse practices into on a regular basis life. We’re dedicated to lowering packaging waste and it’s encouraging to see the variety of ‘Recycling Heroes’ who’re supporting our inexperienced agenda. The marketing campaign encourages clients to undertake a round financial system strategy via upcycling, and can play a central function in creating consciousness and enabling clients to undertake sustainable practices”.

“Over the previous few years, we’ve got seen a constant shift in focus in the direction of sustainable options and environmentally acutely aware selections in customers everywhere in the world. The pandemic, nonetheless, catapulted us into a brand new actuality and added a way of urgency relating to making accountable shopping for selections. Amazon India, through the years, has taken a number of steps to cut back packaging waste. And now with 1000’s of customers pledging to reuse and creating great gadgets from Amazon containers, #PledgeToReuse has began a much-needed ripple impact – which is the target we got down to obtain.” says Srishti Gairola, Affiliate Vice President, Head – West for Natural by MSL. 

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