The shipping cartons with a purpose.
"Small Actions, Big Difference" is a Unilever sustainable living plan, and sets out to separate the company growth from environmental impact while at the same time increasing positive social impact. We advocate that consumers make small changes to daily life habits and bring big difference to the home, the community and even whole China.
Unilever "Small Actions, Big Difference" saw to this problem, we began to look for a solution, the one that should be easy yet effective to fix the problem. We made some changes to the shipping cartons for packing Unilever products.
We have printed instructions of how to properly recycle packing materials on shipping cartons and tapes. There is one special detail; a QR code was printed at the edge of shipping carton. Consumers can only scan the QR code successfully if they flatten the carton. Once the code is scanned, consumers will be taken to Unilever "Small actions, big difference" WeChat account. They will see a very cute and entertaining H5 designed for this recycling campaign and be able to receive their membership E-card from Unilever sustainable living plan.
This campaign has achieved 100,000 media impressions, 15000 people's engagement on Wechat platform and 32806 new followers. About 3000 people insist on posting photos of flattened cartons.
It's more than just packaging.
To better connect with consumers, we used exited technology to interact consumers in different way. By connecting Unilever's existed product system and barcodes on packages, we turned each Unilever package to communication media between brands and consumers.
Marketers and brands constantly looking for ways to connect with consumers, for instance different social media platforms. However, product packages can be good media too. In China Unilever has over 2000 products from shampoos to laundry detergents, from tea to ice-creams. Millions of packages are being thrown away after products are consumed.
We believe every package has the power to connect people with our brands. More and more consumers start using Tencent WeChat to scan the barcode to find product information and the brand, and Unilever seized this opportunity. We launched Unilever WeChat barcode scan platform to let millions of Unilever products "talk" to consumers.
Currently over 10,000 people per day are scanning barcodes on Unilever product packages. Each year this campaign is anticipated to receive over 10 million impressions.
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