Water Company Uses Facebook For Philanthropic Earned Media

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ThankYou, an Australian water bottle brand that donates a portion of its revenue to food and hygiene efforts in developing nations, launched a 2-week campaign driven by consumer participation on Facebook. Thankyou cleverly reached out to the public to join the Coles & Woolworths Campaign, a movement to help land its product on the two largest Australian supermarket shelves ASAP. The aim of the campaign was to show the Coles and Woolworths that Thankyou has the consumer demand on its side. The brand’s earned media experiment reached 13 million people via social media, and has encouraged thousands of fans to post on Coles’ and Wollworths’ Facebook walls on its behalf, asking them to sell Thankyou products in their stores. Coles agreed to sign on last Friday only hours after meeting with Thankyou. The reception the brand has received has stunned Co-Founder Daniel Flynn, surpassing its goals, sevenfold. Thankyou plans to meet with Wooworths tomorrow. Something tells us that Thankyou is going to say, “Thank you.”

The video campaign preaches the motto, “Live Everyday, Give Everyday” and has received has received over 70,000 views.

Jimmy graduated from the University of Florida advertising program. Prior to joining [L]earned Media, Jimmy had internships with several startups in Florida and North Carolina as well as mcgarrybowen on clients such as Verizon and Reebok in New York.

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