Overview
In 2023, Coca-Cola launched the “May Ikabobote Pa” consumer engagement program in the Philippines. This initiative aimed to inspire behavior change and educate consumers about the strides being made to reduce plastic waste. Coca-Cola’s goal was to showcase its commitment to a circular lifecycle for packaging, including producing more bottles made of 100% recycled PET plastic, investing in recycling infrastructure, supporting deposit return schemes, and increasing refillable packaging options. The program actively involved sustainability advocates and allies in sharing information, educating, and taking action on sustainability and bottle-recycling initiatives supported by Coca-Cola Philippines.
Our Role
RedTorch role in this campaign was to drive amplification and awareness, sustain engagement, and encourage participation through strategic influencer engagement.
Key Executions
- Earned Influencer Engagement: We strategically partnered with influencers whose values and platforms aligned with the “May Ikabobote Pa” sustainability objectives, therefore encouraging positive action toward reducing plastic waste.
- Paid Influencer Management: We meticulously curated a roster of influencers spanning various demographics and interest areas and managed paid partnerships to extend the campaign’s reach to diverse audience segments and communities.
- Community Engagement: We facilitated interactive events to directly engage with communities and encourage active participation in sustainable practices.
Outcome
The results of our efforts were significant:
- 1.18M Estimated Reach: The campaign effectively reached a broad audience across various platforms, driving significant exposure to the message of plastic waste reduction.
- 73 Key Opinion Leader (KOL) Attendees: Influential voices actively participated in the campaign, lending credibility and resonance to the message.
- 130+ Public Social Media Posts: The campaign generated a buzz on social media platforms, sparking conversations and increasing awareness.
- 10.6M PR Values: The media coverage garnered significant value, indicating strong interest and support from the press.
- 120K Content Engagements: The audience actively engaged with the campaign content, indicating a strong resonance with the message.
- 4.26% Engagement Rate: The high engagement rate showcased the effectiveness of the campaign in capturing and retaining audience attention.
Conclusion
RedTorch’s collaborative efforts with Coca-Cola Philippines yielded tangible results. The “May Ikabobote Pa” campaign by Coca-Cola Philippines successfully engaged consumers, influencers, and communities in the mission to reduce plastic waste. Through strategic influencer partnerships and community engagement initiatives, the campaign effectively amplified awareness and encouraged positive behavior change toward a more sustainable future.
RedTorch Communications is a communications agency that brings digital and creative marketing to a new level. We utilize cutting-edge communication and marketing strategies to guarantee that brands succeed. Connect with us to discover how we can elevate your brand’s powerful stories.
