by admin | Aug 8, 2015 |
A CARTON SHOULD SAVE MORE THAN IT COSTS Empowering a global packaging company to create a movement of inspired change BIG BUSINESS WITH A BIGGER MISSION Tetra Pak is so much more than a multi-billion dollar, global packaging and processing solutions company; they are also committed to greatly reducing the environmental impact of their operations. CartonSmart by Tetra Pak is a multi-faceted campaign developed to help deliver their sustainability message to U.S. consumers. WE “THINK” IT’S WORKING When the Bravas team entered the scene, the campaign was well under way. We learned that they were spending money in various social channels and PR tactics trying to generate a groundswell for CartonSmart. And, while they “felt” that the campaign was doing well, they had no concrete way to know for sure. That’s why they called on us. GROUP HUGS ALL AROUND We first arranged and led meetings with the various campaign teams. Interviews, breakouts and surveys revealed that everyone truly believed in the cause, but the campaign lacked unified, actionable requirements. We also uncovered a lot of redundancy and overlap between teams. PULL IT TOGETHER, MAN Our solution was a CartonSmart “Hub”, a responsive web application that tapped all of the social media APIs and aggregated the feeds into one, flexible and modular UI. For the channels and tactics without an API, we created a custom CMS allowing the brand and some chosen manufacturers to easily manage that content too. For streamlining, we developed a social keyword and hashtag strategy to be used across all campaign teams. Within two weeks, the Hub was seamlessly pulling together the entire campaign. Now,...
