do the green thing case study full

Do the Green Thing Nov-Dec 2008

Blyk Campaign Overview

© Blyk Wednesday, January 14, 2009 Blyk

What is Green Thing?

•  Green Thing (www.dothegreenthing.com) is a new a new kind of public service that inspires people to lead a greener life.

•  Every month you'll get a different, simple Green Thing to do.

•  Ideas are promoted with the help of brilliant videos, music and inspiring stories from creative people and community members around the world.

•  The basic idea is 7 areas (Walk the Walk, Stick With What You Got, Plug Out…) with easy changes we can all do to make a difference

•  Members share their tips and hints, stories and successes with each other and you can even measure track progress of your diminishing carbon footprint

•  It’s quirky and fun, user-friendly and simple to understand – like Blyk


Green Thing objectives Awareness of Green Thing

Sign-ups for Green Thing newsletter

Behaviour change

Blyk solution: A multi-layered campaign over a month to a base of 30,000 members

1) to create awareness to Blyk members via messaging

2) to encourage sign-up for newsletter via WAP site

3) to encourage behaviour change via tips, reminders and questions

Multiple and varied messages encouraged engagement with those who were

interested in Green issues – and more importantly, those who considered

themselves not as bothered.


Nov Dec 12 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 S F S S M T W T F S S M T W T F S S M T W T F S S M T W T

1 - SMS Question 1?

Response (Y) Y

Reply to response Y

2 - SMS Qual Question 2?

Open Response OR

Thx

3a - MMS with 7" vid content MMS Tip

4a - SMS Tip reminder and question 4a?

Y/N Response Y/N

Replies to Y/N response & ask for tip Y/N?

Open Response from Ys OR

Thanks to Y's who respond Thx

4b - SMS: Top 10 Green Tips - 4b

5 - SMS - Have you done it question? To all but N's Y/N Response Replies to Y/N response & question Open Response

NC NC NC NC

Campaign outline

Blyk © Blyk Wednesday, January 14, 2009

How green are Blyk members?

23% response rate

87% of which said ^Y

^  Members clearly care about the

environment

^  Reply message promotes URL


^  Reply message promotes URL again


A range of responses


10 most important green issues…

Rank Issue % mentioned

1 = Recycling 17%

1 = Pollution and littering 17%

3 Global warming / climate change 15%

4 Deforestation 10%

5 Energy resources 9%

6 Carbon emissions 9%

7 Everything 7%

8 Environmental conservation 6%

9 None 6%

10 Cars and transport 5%

Responses displayed an acute concern for a wide range of (often interlinked) green issues

Some joked that “Weed” was an important “green” issue (in at number 12!)


In-depth and emotional responses…

All green issues! They are all related - Rain forrest

devastation, fuel emissions, renewable energy, industrial pollution.. The list is endless!

Cars should all be electric. Electricity generation should

be more decentralised and use a wide range of renewable

sources.

Education and its dispersal. I'm an ecology graduate so i know how

important it is.\

I work at bhs and it shocks me that we throw away so much paper and plastic. Everything

that we unwrap is covered in so much unnecessary packaging and none of it is

recycled! So much is wasted. I also feel that deforestation is terrible, but it is only done to such an extent because of businesses like

bhs who waste so much.

The trees gettin cut down n rare animals losing there homes:-(

Making sure that our grandchildren have the

diversity of wildlife that we do.

Global warming, deforestation and the

extinction of endangered species.

Also that we are rapidly running out of non-renewable energy

resources. Global warming and the natural

disasters that occur because of it

Running out of non renewable resources

without a viable renewable option in place. reducing our carbon

footprint,recycling, more ways 2 travel green, helping wildlife affected

by changes in CO2 levels etc.


Many with social and political themes…

Destruction of the rainforest, rising sea-levels and irresponsible

capitalism which is responsible for many of the problems i.e. Shipping in beef from argentina when it can be bought here in scotland.this just

creates unnecessary emissions

America doing more!

Venazeaulan soya production feeding

cattle and lamb for the european market.\n.

Power and the oil companys blind ignorance towards money

Wasting money on war,with that money we can discover

alternatives for fuel

Recycling, reducing carbon footprint by changing frm car 2 train, avoid

stupidly wrapped products, buy fair trade, dont print unneccessary, save

energy and gas.

The continued use of free plastic bags by supermarkets. You should have to pay for

them then peopl would use their own!

Resturants servin more healty vegatarian foods. No mor eatin

animals! I dnt eat ne fin dat has a face on it! X

Preventions not cures Opposing the falsehood that is man-made global

warming.

Global warming, population overcrowding, unsustainable economic

growth.


MMS cast: a good click WAP through of 5%

And a very good uptake on the video and GT newsletter opt-in (39% downloaded it, 31% - 791 members - signed up to receive the GT newsletter from this cast alone)


Green Tip sent out beginning of December promoting that month’s Green Thing: “Human Heat”

Tip only: No response required


Response rate Y/N of 13%: not bad, considering nature of question 67% ^Y, 33% ^N

We then had an amazing 23% click through to WAP from the ^N's! Plus 44% uptake of newsletter And 28% video downloads i.e. notable behaviour shift


4.b) Green Thing – SMS: Top 10 tips published

This SMS gave an improved click-through to WAP of 11% and more sign ups...


SMS: 6,490 responses (17%)

Of which 55% said “Yes” they’ve been doing the Green Thing

Then 18.7% responses to story request

SMS replies resulted in a combined click-through to WAP of 20.48% and more sign ups to newsletter...


Stories demonstrating change in behaviour…

Before i knew about going green i never thought about the environment.i always left the heating on and always poured out the rest of the water from the kettle. But going green has opened my

eyes and i feel its my duty to help the environment and do my bit to help! now i always wear a jumper if i feel cold and always re heat

the water thats left in the kettle...

After learnin about 'green thing' i turned all my storage heaters 2 a lower settin

and if it got a bit chilly i get my quilt and a pair of socks 2 keep the warmth from

escapin through my feet and i curl up on the sofa so im savin money and its a

green thing with great advise and very helpful over christmas period.

I have been following the blyk green thing and its brillant

Bin cuddlein under the covers and huggin all the time!\

I recycle all my bottles and cans so even if i don't feel too good the morning after, at least i know

i'm doing my bit, I just wish everyone would contribute to ensure a brighter future for the

youth of today. :)

I have been re-filling my plastic water bottle for college instead of buying a

new one everyday! I have been recycling...:D...x

I always keep warm by wearing layers of clothes instead of turning on the heater. I've well insulated my house so that

we use less electricity to keep the house warm. I switch off all my appliances from the plug when they are not being

used. I also boil the amount of water i need for a cup of tea instead of filling up the whole kettle. I've also replaced all

the bulbs in my home with the energy efficient ones. \

Been using my own body heat and i've saved loads on my heating bill

I hv bought a composting bin in which i hv startd 2 compost kitchen waste such as potato

peelings nd used teabags etc...

I have started washing at 30 with a new specially designed detergent

recently advertised on TV and i have began wearing a jumper instead of heating my home. I'm saving money

too!

I started a clean up crew in my area! we all made ppl nt throw litter on the floor and pik

it up

(incl. human heat ones)


More stories…(incl. human heat ones)

I'm a volunteer with 'Global Generation' an environmental

action charity. My job for the past three years has been to encourage communities and businesses to care

for the environment and fight against climate change.

I was baby sitting my little neice and nephew one night, so i turned all of the heating off and got a blanket. We snuggled up together on the couch, we fell asleep and

it was a cold night but when i woke up i was boiling hot.

Ive been recycl??n n have been switchin off all lights n keepin them off until ive really needed 2 switch them on even my children aged 2

and 4 know to switch off the lights when there not needed

I've just been doing the little things such as more recying\

I've been boiling the kettle and filling a flask so i don't have to

keep boiling the kettle one flask can make around 6 cups\

I've been doing the green thing by switching my phone charger off when i'm not using it.. I used to leave it on, but we have to save

our earth!

I whent to my antis house and offed the heat and told eveyone to put a jumper

on and i cuddled me mum

I hv bought a composting bin in which i hv startd 2

compost kitchen waste such as potato peelings nd used

teabags etc...

In stead of waitin 4 de water 2 get cold put sum water in a

jug an put in de freze

Ive been wearing double jumpers and double socks. Plus, the fact that i have

had a cold has pushed me to being green as well!


100K tags Increased reach of tip and competition message wider


Summary of results

^  Frequent messaging delivered the Green Thing concept in bite-sized chunks, promoted GT website, drove sign ups on WAP.

^  Click-throughs to WAP increased each time the WAP link was sent out over the campaign period: from 5% to 11% to an amazing 20.84%.

^  Different reasons to click through were promoted throughout the campaign: watch video, sign up to newsletter (win Nokia N95), see tips".

^  Multiple messages created frequency of interaction: avg visits to WAP site = 2.5

^  Awareness: frequency built GT brand equity and familiarity to the Blyk members

^  Unique sign-ups to newsletter were 1,641 – 5.5% of all messaged members

^  Behaviour shift: 55% said they had been doing the Green Thing and 18.7% of them submitted stories about it.


Client testimonial

^  “The bottom line is that the campaign made a really significant difference to our user numbers - in particular our email sign ups.

^  (For the Green Thing relaunch we used) A number of media types...a mixture of coverage… lots of online, press and lifestyle mags

^  Here's data that demonstrates the results - we are really pleased(!): ^  As at mid-Jan, Blyk had generated 63% of all GT's light users since relaunch ^  Blyk generated 38% of Green Thing's total users during the relaunch (campaign) period ^  The Blyk sign-ups drove a 26% increase in Green Thing's userbase over the campaign period.

^  What I've been really impressed by is the degree of intelligent engagement - not just basic click through to view, but people sending stories and tips. Really really great.

^  Certainly if I were planning future campaigns targeting this demographic - either with Green Thing or other brands - I'd be talking to you! “

Sarah Matthews, Marketing Manager, Green Thing

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