Title	THE MOST ECO-FRIENDLY CAMPAIGN EVER
Brand	BIOCOOP
Product/Service	ORGANIC PRODUCTS RETAIL
Category	C02. Use of Social in a PR campaign
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

The Campaign

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. 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. A whole campaign was made without writing a single tweet, without spending a single euro in content creation, or production and without media buying. It’s only costs: a few hours of research and 45 clicks for 45 retweets. The results were the following: • More than 156 000 visits on the brand Twitter’s account (+ 5500%) • More than 10 000 000 impressions generated • 98% of positive mentions • More than 7300 tweets generated by users and KOL about our operation (with 1455 including the word « Genius » !) • Hundreds of articles published about our Twitter profile

The Brief

With a small budget available for an integrated campaign, we had to maximize the PR impact of our actions to generate a maximum of earned media, as it was the only way to compensate the small amount of money available for production.

Execution

Instead of creating content on social media for our campaign, we simply reused 45 of the billions of existing tweets already sent by users. We retweeted them on our profile in a new sequence, to create a new story presenting our eco-friendly philosophy. Some of these tweets were old publications from key opinion leaders, who received a notification. It was enough to grab their attention and spread the word: 30 minutes later, our profile went viral, and Biocoop set up an example of our eco-friendly philosophy in a way never used before.

• More than 156 000 visits on the brand Twitter’s account (+ 5500%) • More than 10 000 000 impressions generated on Twitter • 98% of positive mentions • More than 7300 tweets generated by users and KOL about our operation (with 1455 including the word « Genius » !) • For an estimated value of 200 000 euros in earned media. We created a new campaign without writing a single tweet, without spending a single euro in content creation or production, and without media buying. Our retweets simply produced notifications on a few key opinion leaders’ accounts, and 30 minutes later, our account went viral. The total cost of the operation was a few hours of research and 45 clicks to create 45 retweets, to create something new and never seen before, with a massive PR impact.

The Strategy

Instead of launching a campaign highlighting Biocoop’s products, we chose to emphasize the committed spirit of the brand by delivering the most eco-friendly campaign as possible from creation to production and delivering, including every touchpoints. Due to their capacity to generate earned media and echo quickly, we chose to use social medias as the spearhead of our campaign, to increase and develop digital word of mouth. We had to overcome the small amount of fans and followers we had to obtain a maximum of attention from people not knowing the brand.