Last year, Brita teamed up with Nalgene, the popular maker of reusable water bottles, to develop a Web site called FilterForGood.com.
The Goals:
This social media campaign had two primary goals in mind:
- Promote a cleaner environment by reducing the use of disposable plastic water bottles
- Establish Brita as a brand that advances sustainability
The Components:
In addition to providing a $5 coupon off a Brita filter system, the site displayed a meter that showed the number of bottles (81,492,090) saved thanks to pledges to date.
The Filter For Good initiative also found a home on Facebook, consisting of an application that tracked bottles saved and the option for fans to provide their own green tips. The campaign also consisted of in-store displays for Brita and Nalgene products and TV advertising.
The Results:
Brita, who is very happy with the results of the campaign, has measured the success of the initiative in two ways:
- Positive comments from numerous sources
- Increased sales
Source: How Three Brands Got Smart About Social Media
By Anna Maria Virzi, The ClickZ Network, Jun 13, 2008