Do the Reuse Challenge
Aladdin social responsibility campaign
Lots of people doing a little, can make a big difference.
Aladdin, a lifestyle brand of reusable products, wanted to inspire positive change among consumers while raising brand awareness and the value of social responsibility. To connect with consumers, both existing and new, we introduced the Do the Reuse Challenge - a social responsibility campaign that aimed to demonstrate how Aladdin products could make a positive difference to both an individual lifestyle and the environment.
To activate the 30 day campaign we designed and developed a content rich digital platform, easily managed on the back-end by the Aladdin marketing team to keep design fresh.
The call to action posed consumers with the social challenge - pledge a switch from disposable to reusable products. The microsite experience included various methods of maximizing impact, like influencer blogger content, Facebook and Twitter activity for #AladdinDTRC and a real time infographic as incentive for users to share. The dynamic infographic displayed the aggregate impact of each pledge. Showing that individual change can go a long way toward a better tomorrow.
Dynamic Infographics
Users were incentivized to watch their contribution ‘grow’ with interactive infographics that changed based on how many people accepted a challenge and the number of days left in the campaign. The infographics were leveraged as media assets during and after the campaign as they could be embedded in blogs and sent as static graphics to press outlets.
total unique engagements
Twitter party RSVPs
interactive infographics
Top 9 Tweeter primary impressions
#dothereuse twitter party
We designed a Do the Reuse Twitter party to generate real-time social activity around the campaign launch and give consumers an opportunity to interact with Aladdin. The conversation focused on topics related to impact - disposable bottles, paper cups saved - to encourage more people to accept the challenge, join the online community and together, make a difference.
christinemary: @momcentral I took the Aladdin Do The Reuse Challenge starting with my water bottle
scentednights: #dothereuse @aladdinpmi I signed up for all three! Very into reusing here!
CarrieMcLaren: @aladdinPMI Thanks for the fun party. Definitely got me thinking! #dothereuse
