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Podify

ESCP concept project · 2024

A social campaign for a waterless personal care concept, aimed at three distinct audiences.

Context

The category's packaging problem is well documented: 120 billion units of plastic packaging a year, 500 years for a shampoo bottle to decompose, 9% recycled. Meanwhile 75% of consumers say they are actively trying to reduce their environmental impact.

Challenge

Personal care runs on single-use plastic: 120 billion units of packaging a year, of which 9% is recycled.

Approach

  1. 01Built three audience segments and sized each in Instagram Ads Manager: the eco-conscious, busy mothers, and minimalists.
  2. 02Wrote matched creative sets per segment across stories, posts, carousels and reels rather than one campaign stretched across all three.
  3. 03Set a KPI framework across the full funnel from awareness through to advocacy and retention.
  4. 04Planned a nine month rollout with milestones, budget allocation and points for strategy adjustment.

Outcome

A nine month Instagram campaign for a concept brand of waterless shampoo pods, built around three audience segments with matched creative and a full KPI framework.

  • Audience segmentation
  • Creative sets per segment
  • Nine month campaign plan
  • KPI and measurement framework
Campaign strategySocialSustainability

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