CASE STUDY: Volvic promotes corporate and social responsibility
Provided by Time Inc. UK
Volvic & Marie Claire facilitated the provision of 10 litres of clean drinking water to developing communities in Africa.
What was the Challenge / Background of the Campaign?
In 2008 Danoneand World Vision developed an initiative to deliver water to some of the world's driest places. For every 1 litre of Volvic water sold, 10 litresof drinking water will be supplied to developing communities in Africa, through newly built wells. The Volvic 1L for 10L campaign sought to raise the issue of the need for fresh drinking water for Africa whilst providing consumers with an easy way in which theycan make a big difference to
What was the Campaign Objective?
Increased awareness of its brand Volvic, customer loyalty and sales promotion. It is estimated that water sales increased by 10-13% when first launched.
What was the Solution?
IPC Creative Solutions developed a series of advertorial features spanning across four issues of Marie Claire. Each of the features were written in the reportage style editorial MarieClaire is renowned for to engage readers, combining beauty with real life to show the dramatic effects that Volvic water can have on both the reader and the benefactors of the 1L for 10L initiative. The campaign included a competition for readers to win the chance to go to Africa, along with the Marie Claire team, to build a well showing first hand the positive effects of the initiative.
What were the Results?
Ad effectiveness research conducted by IPC revealed:
- Brand Image: 57% agree 'I now have a better opinion of Volvic'. The perceptions of Volvic as an environmentally conscious and ethical brand have doubled amongst those that saw the creative.
- Consumer Behaviour: 7 in 10 agreed 'I'd like to support the Volvic campaign to provide fresh drinking water to Africa'. It also increased the consumption of Volvic bottled water amongst those who had seen the campaign.
What were the Key Learnings of this Campaign?
The campaign encouraged strong future intentions ,with seven in ten agreeing 'I'd like to support the Volvic campaign to provide fresh drinking water for Africa'. It also increased the consumption of Volvic bottled water by 23% amongst those who had seen the campaign. The campaign successfully harnessed the 'Fashion with Heart'ethos of the Marie Claire brand to raise awareness of the need for fresh drinking water and encourage future support for the 1L for 10L initiative.