Social Networking Campaign a Marketing First

10 July 2011 – ecostore’s latest Opt Out Now campaign claims a marketing first as it taps into the growing importance of our virtual community life through Facebook. The campaign encourages people to take a stand against nasty chemicals, often found in baby, beauty, body and household cleaning products, by making a virtual billboard with a photo of themselves declaring, “I’m not a guinea pig”.

Marketing Director Melissa Fletcher says Facebook was deliberately targeted for the campaign.

“The online community is a vital link in people’s social network - Facebook was a natural choice.”

Ms Fletcher says the campaign is all about people encouraging their whole Facebook community to opt out of using nasty chemicals. The first person to get all of their online friends opting out wins a year’s supply of ecostore body care products for them and every single one of their friends.

“It focuses on the communal benefit of working together; it’s the old ‘what’s in it for you is in it for me’ approach.”

ecostore have used their advertising strategists Naked Communications and Special Group to develop the campaign and Salt Design who built the website. Matt O’Sullivan, Director of Naked Communications says the human side of the ecostore brand is one of its real strengths.

“From a strategic perspective we have focused on this as much as possible. Tapping into the social network of young mothers is a crucial part of this, for this reason we have looked to develop communications that consumers can participate in and feel proud about putting their own name to.”

Special Group's Michael Redwood says it is about talkability.

"We want to get people talking about the "Opt Out" movement, and innovative uses of social media like this create added interest. ecostore is a smart choice, and its marketing should reflect this too."

Well respected for its approach to manufacturing products that are based on the latest eco-science using plant and mineral based products, ecostore’s approach is resonating with many and now sees them in supermarkets, health stores and chemists across Asia, the United States and Australia.

“More and more people are becoming concerned with what they are eating but it’s just as important people are aware of what they’re putting on their skins. From moisturisers to washing powders, there are some nasty chemicals being used. The simple fact is that your skin is an organ and can absorb chemicals into your bloodstream. We believe what goes on your body is just as important as what goes in it.”

Ms Fletcher says www.optoutnow.co.nz provides information on what nasty chemicals to keep an eye out for, alongside other useful tips and advice.

“The response to the site has been incredible; ultimately people don’t know what they don’t know. Making people aware, and then providing them with simple information, helps them make more informed decisions, which is ultimate aim of the campaign.”

Ms Fletcher says Facebook caters for all ages, particularly for mums with babies and people, who are most receptive to making healthier changes in their lives.

“So now the race is on to see who is truly connected with their “friends” on Facebook.”
ENDS

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