Why is this work relevant for Brand Experience & Activation?

The HOPE Shopping Campaign is a CSR project that delivers experience through “shopping,” the essential service of 11st. The seller, consumer, and 11st participate altogether. Sellers designate HOPE Products, consumers purchase them, HOPE funds are automatically donated, and used to support HOPE Activities. For the past 9 years from 2013, we have supported disadvantaged groups such as single mothers, undernourished children, and the hearing impaired, inducing customer participation and positive influence through the campaign. In turn, customers experience the process of how everyday shopping can create positive social value, along with a positive 11st brand experience.

Background

In Korea, 15 million people live with companion animals, and ¼ of all households have pets. However, ironically, as the number of pets increase, the number of abandoned animals also increase exponentially. What’s worse, half of those abandoned animals die involuntarily. 11st HOPEShopping set two goals: to encourage adoption and enhance a sense of responsibility for owners. Through a 3-step campaign, we tried to offer practical solutions. For those who want to help but don’t know how, we created an easy system for them by simply purchasing the HOPE Products on 11st – in other words – by participating in HOPEShopping, and actively promoted the campaign. Through this process, we were able to create a healthy pet-owner culture and build a good consumption pattern for 11st. Ultimately, we wanted to portray that shopping on 11st is just like shopping for hope.

Describe the creative idea (20% of vote)

We wanted to express that 11st shopping offers hope for abandoned animals, and planned 3 steps for customers to experience HOPEShopping and devised creative ideas for specific purposes. Step 1. D-10 : Induce interest through reality, induce adoption through support We shared the shocking reality of how half of abandoned animals are euthanized after 10 days, and gave out adoption kits to induce adoption. Step 2. HOPEBag HOPEBack : Can’t adopt? Help by HOPEShopping! We thought how people could act without the burden of adoption. Korean singer Seungyoon Lee designed the HOPEShopping eco bag, and all proceeds were donated to help the animals. Step 3. HOPEAgain : Communication for sustainable HOPEShopping To express gratitude toward customers for supporting the HOPEShopping campaign, Seungyoon Lee held a concert to give back. It was an opportunity for 11st, singer Seungyoon Lee and customers to communicate on the importance of being responsible pet owners.

Describe the strategy (20% of vote)

The strategy focused on: 1. Creating buzz, 2. Diffusion, 3. Continuity. Creating Buzz : Speaker who has resonance 11st focused on Seungyoon Lee, the winner of survival audition program “Sing Again.” He became the ambassador for HOPE Shopping to create buzz. Just as Lee gained fame after years of being unknown, we portrayed how abandoned animals could finally find families through HOPE Shopping. Diffusion : Divide and Conquer YouTube was the optimal medium that could convey heavy social issues and encourage participation. We focused on YouTube as the main channel but also diversified into various YouTube products to effectively promote the campaign. Continuity : Customer Experience Abandoned pets are important social issues that requires our attention. We reminded our customers that all profits are donated when purchasing HOPEShopping eco bags, and guided them to purchase other HOPEProducts. Based on this experience, we created continuous interest in 11st HOPEShopping.

Describe the execution (30% of vote)

The HOPEShopping campaign proposes detailed ways of participation whether they are willing adopters or simply want to help. It was devised to share solutions to difficult social problems in a light and easy way. First, by starting with showing the stark reality of abandoned animals through YouTube content, we helped prospective adopters by providing free adoption kits to practice and get accustomed to having pets. Second, we executed the #HopeFullChallenge, for adopters to pledge lifetime companionship and spread the #HOPEShopping on social media. Third, through the sale of the HOPEShopping eco bag, which was created in collaboration with the trendiest artist, we created an opportunity for the general public to participate in helping abandoned pets. Fourth, we thanked all the customers for their great support by hosting a concert, and together promised to continue to deliver hope to abandoned animals through shopping on 11st.

List the results (30% of vote)

Significant achievements were made in all aspects such as content search, interaction, brand index, number of customers participating in HOPEShopping, and HOPE donations, and significantly contributed to building a positive brand image for 11st while increasing brand involvement. In particular, we tried to attract customer participation with various content, create quality interactions with the 11st brand, and form strong ties. The most successful result of all is that 500 animals were saved and found new homes, and that we were able to change the public’s perspectives regarding abandoned animals. 1) YouTube views : 20,635K 2) YouTube Interactions (Likes+Comments) : 23,760 3) HOPE Shopping brand interest : 160% increase 4) HOPE Shopping eco-bag: 5,000ea sold out in 5 min 5) HOPE Shopping customers : 1.6 mil 6) HOPE Donations : 650 mil KRW 7) Adoption of abandoned animals (Including successful adoption of long-term unadopted animals) : 500 cases

Please tell us how the brand purpose inspired the work

The HOPE Shopping Campaign is a CSR project that delivers experience through “shopping,” the essential service of 11st. The seller, consumer, and 11st participate altogether. Sellers designate HOPE Products, consumers purchase them, HOPE funds are automatically donated, and used to support HOPE Activities. For those who want to help but don’t know how, we created an easy system for them by simply purchasing the HOPE Products on 11st – in other words – by participating in HOPEShopping, and actively promoted the campaign. Through this process, we were able to create a healthy pet-owner culture and build a good consumption pattern for 11st. Ultimately, we wanted to portray that shopping on 11st is just like shopping for hope.