Title	THE MOST ECO-FRIENDLY CAMPAIGN EVER
Brand	BIOCOOP
Product/Service	ORGANIC PRODUCTS RETAIL
Category	B01. Use of Social Platforms
Entrant Company	FF PARIS, FRANCE
Advertising Agency	FF PARIS, FRANCE
Media Agency	FF PARIS, FRANCE

Name	Company	Position
Fred/Farid	FF PARIS	Chief Creative Officers
Olivier Lefebvre/Benjamin Marchal	FF PARIS	Executive Creative Directors
Noé Sato/Matthieu Bouilhot	FF PARIS	Copywriter
Matthieu Bouilhot	FF PARIS	Head of Social
Patrick Marguerie/Maéva Selami	BIOCOOP	Brand supervisor
Emmanuel Ferry	FF PARIS	Account supervisor
Joy Arfi	FF PARIS	Account manager

Brief Explanation

Biocoop is the first retailer of organic food in France. It has been founded by farmers and consumers truly committed to a greener and more responsible planet. Biocoop asked us to raise awareness about their uncompromising ethics and philosophy. We launched the first eco-friendly integrated campaign. We rethought every single production detail from scratch and found green, innovative ways to address every touchpoints. Even on social networks.

Results and Effectiveness

Without media investment, without creating a single piece of content, without posting a single tweet, and without using a single PR kit, the results were : • + 156 000 visits on Twitter profile (+5500%) • 10,421,251 impressions • 7,312 total tweets by 5,733 users • 98 % positives mentions • 1455 tweets including the word « genius » • + 2300 followers • Hundreds of articles published about our Twitter profile

Creative Execution

As for the creative idea, the media implementation of The eco-friendly campaign was all about sustainability in every aspects. We matched the effectiveness of each support from a media standpoint and the effectiveness of each support from an eco-friendly aspect. Regarding social media, we chose to avoid content creation: by simply retweeting messages from key opinion leaders and normal users, we made sure they receive notifications and check our profile. This native functionality was our only way to communicate about what we have done, as we did not produce or send any piece of content. As expected, the operation on Twitter quickly attracted media, journalists and opinion leaders who spread the word quickly.

Insights, Strategy and the Idea

On Twitter, 300 000 tweets are posted every minute. 70% of them are never replied to neither retweeted… All this useless data created needs ever more energy consuming storage. Our idea? « Recyclable Tweets », the first ever Twitter campaign made without writing a single tweet. How did we do it? We looked for specific words through the billions of old pre-existing tweets. By retweeting them in a precise order, we created bit by bit a new story on our timeline: our own.