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GrandUnion pour DOP ADOPTEUNDECHET.FR

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Context 1

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After a long silence, DOP is launching a new BIO range of shampoo called DOP NATURE.

A

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They wanted also to develop their target from

the historic mother looking for a handy product for the entire family…

…to the independant woman who wants a good product for herself !

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Do vs. Declare How to make the difference ?

Support this lauch in digital, giving proofs to the BIO positionning

Develop the target from the historic mother looking for a handy product for the entire family……to the independant woman who wants a good product for herself !

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For several years, DOP is enrolled with the ONF (National Forest Organization)

to preserve the environment.

The concrete action of this partnership is to clean the cost of Oléron Island.

The French Atlantic cost has been devastated in January 2010 by the

Xynthia Storm, especially the Charente area.

Which actions ?

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Concept 2

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“En 2011, adoptez un déchet” In 2011, adopte a garbage

The garbage have been abandoned. However they deserve to be taken care of. What about we adopt them ?

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The user is landed on a beach after a quick journey into the clouds

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On the sand he choses the garbage he likes the most to adopt it

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He gives it his name, and can announce it on facebook

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He choses the godmother or the godfather through his facebook friends

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At the end the user discovers the new DOP range and can become fun of the new DOP Facebook fanpage.

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On Saturday the 30th of April, 250 people came to collect, we ended with 1T3 garbages at the end of the day !

Each garbage adopted added weight to the global scale, each grams adopted is a garbage collected.

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Results 4

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From our objectives…

100 000visits during the entire campaign (3 months)

1tonne of adopted garbages during the first month

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… to reality

378 460 visits within 2 months

An average of 130 friends by visitors have seen the garbage post

158 Countries, Belgium, Morocco and Canada leads

68 863 garbages adopted

10,5 tonnes of garbages adopted

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Shared on Facebook

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Heard on Twitter

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Seen everywhere

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Seen everywhere

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Pofessionnal Press

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TV

Grandmerci

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Display

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Background

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Operation J’adopte un déchet

DEDICATED WEBSITE

Facebook API

à  Make an annoucement

à  Choose the godfather / godmother à Like

MEDIA

Display (msn/TF1/auFeminin Facebook Alternative

Dop.fr

My Garbage

I’m adopting a cute garbage

Beach, navigation between the garbage

Description of the action

Facebook page

EVENT

During 1 day voluntaries from Oleron and close area came to collect garbages

à  Press Relation