The Campaign

Specific instructions of how to flatten boxes and waste sorting have been printed on customized packaging cartons and tapes. In addition, there is a two-dimension code on the edge of the carton which can only be scanned after flattening it, by which customers can follow ‘Small actions, Big Differences’ Wechat official account and receive posts about sustainable life. We also established a membership point collection system called 'we force' on its offcial wechat account. When consumers upload photos of flattened cartons, they can earn 'we force' points for exchanging free gifts and T-MALL's E-shop coupons.

Creative Execution

-Designing customized cartons with instructions of how to flatten it and waste sorting on the cartons and tapes. -Posting image-texts on "Small actions, big differences" Wechat official account to attract more consumers to scan the QR code on the edge of cartons so they can followers of this account and receive posts about sustainable life -Posting HTML 5 where consumers can upload their photos and earn membership points, in order to increase their motivation and engagement.

-more than 100,000 media exposures; -gain 32806 new followers of official Wechat account ; -many customers insist on posting flattening boxes on Wechat. With these small actions, they are inspired to live a sustainable life.

Alibaba’s(China's biggest E-commerce industry Co.) business transaction record on 11.11 reached 91.2 billion CHY. The transaction frequency of Alipay peaks at 89,500 per second. Chinese consumers shopping habits are trending towards online shopping. Due to inappropriate dispose, millions of families are generating billions of waste paper boxes which cannot be recycled. This campaign aims at affecting, teaching and encouraging online shoppers to be aware of waste sorting. Wechat is the most popular social platform in China, therefore "Small actions, big differences" Wechat official account can be a good choice for this campaign to launch on. Meanwhile, Taobao(T-mall) is the largest e-shop platform with huge number of customers and sales deals, which is also why we choose Unilever's T-mall flagship store to place customized cartons.