Ecover are a global company who manufacture ecological cleaning products for the home. They are renowned ‘thought leaders’ and the industry pioneers, developing innovative products that are good for both health and the environment. They approached us to help develop a new marketing campaign that would hit their target market – mums. Specifically younger mums who care about the health and wellbeing of their family (Fiona) and also women who would put the planet first and tended to buying ecologically where possible (Eve).
Ecover Blue Mile
The Ecover Blue Mile is a nationwide mass-participation event designed to connect people with water and the issues around marine litter and ocean plastic. The flagship events took place in London, Weymouth and Plymouth with a further 50 local events across the UK. Over 2000 people took part and raised £100,000 for WWF and the Marine Conservation Society.
Putting the planet first in austerity times is tough for mum’s balancing a budget, but the focus groups and market research showed that a healthy living went hand in hand with how to do more for the environment. Being healthy and active, more time outdoors and making time for having fun with the family all resonated with Ecover’s objective, healthy living and clean environment.
Teach on the Beach
Teach on the Beach was an initiative to support and train teachers to have the confidence to run curriculum led activity outside the classroom. Working with Eden Project and a number of partners we trained teachers and provided online resources and lesson plans linked to a schools version of the Blue Mile.
Working with charity partner, Marine Conservation Society we focused on the issue of marine litter with a particular attention to the micro plastics that end up in the oceans and subsequently into the food chain. To highlight the harm and health risk of plastic waste in the ocean, Ecover launched a limited edition washing-up liquid in an Ocean Plastic bottle. The innovative bottle is made from 10% plastic recovered or destined for the sea and the rest from other recycled sources.
Ecover Schools Programme
The Ecover Schools Blue Mile was aimed at key stage 2 and 3 and provided schools with a programme of outdoor learning, water sports and a marine plastics workshop curated by the University of Plymouth. We also set up a network of schools around the UK to organised there own Blue Mile events and created a nationwide fundraiser for our official charity partner: Marine Conservation Society.
The Ecover campaign had a number of successful touchpoints for the brand. Firstly it enabled Ecover to form long term partnerships with two leading environmental charities, WWF and the Marine Conservation Society who shared regular content about the events with their large audiences. This also helped position Ecover as a trusted thought leader and a brand willing to go the extra mile. The direct connection with participation enables Ecover to sample the market and get the products directly into the hands of over 30,000 people. It also presented opportunities for Ecover to run competitions linking the brand with sport, adventure and healthy living. The campaign was backed up with large scale outdoor branding and advertising, social media campaign and dedicated website. A copy of the 2013 report can be downloaded here