INNOCENT - PFAND FÜR ALLE

STUDIO O supported the innocent initiative 'Pfand für Alle' which was a PETition to make people aware about the current PET standards and to change the German bottle deposit system ("Pfandsystem").

STUDIO O was responsible for the influencer marketing, the PR outreach and the invitation management for the Pop-Up event.

The goal was to create a social buzz and generate awareness through several features and interviews in trade press as well as marketing online outlets to collect at least 50.000 signatures within 30 days for the petition. This goal was succeeded with almost 150.000 signatures in the end.

With the core messages they wanted to sensitize the society of innocents demand and educate about sustainability in general. For this campaign we worked with green, sustainable influencers and market leaders across all social media channels.

For a local activation a Pop-Up store was built and opened up for a week in Berlin to welcome smoothie lovers and sustainability enthusiasts to step into the world of innocent. The Pop-Up was activated with a small event where we set up a panel talk with opinion leaders from economy, politics and social media. They discussed several topics with well selected guests who attended the event. Everyone else who was interested in participating could follow the panel talk through a public livestream.

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