Title	THE MOST ECO-FRIENDLY CAMPAIGN EVER
Brand	BIOCOOP
Product/Service	ORGANIC PRODUCTS RETAIL
Category	B03. Use of Social Platform(s) in a Promotional 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 Brief

We launched the first eco-friendly integrated campaign. We rethought every single production detail and found green, innovative ways to address every touchpoints. Even on social networks. Our idea? « Recyclable Tweets », the first ever Twitter campaign made without writing a single tweet. 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 about our philosophy on our timeline. Through Twitter’s automatic notification system, the key opinion leaders and users we retweeted were notified instantly. In 30 minutes our profile went viral.

Campaign Success

The idea was direct translation of our eco-friendly daily engagement; we successfully applied on social networks our respect for the environment and our dedication to always think about sustainability, even online. Twitter users quickly understood our methodology and acclaimed this never seen before performance as the perfect translation of our dedication in our products.

Describe the success of the promotion with both client and consumer including some quantifiable results

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: More than 156 000 visits on Biocoop’s Twitter account (+ 5500%) More than 10 000 000 impressions 98% of positive mentions More than 7300 tweets generated about our operation (with 1455 including the word « Genius » !) Hundreds of articles published about our Twitter profile The total cost of the operation? Just a few hours of research, and 45 clicks to generate 45 retweets.

Explain why the method of promotion was most relevant to the product or service

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. Advertising in itself is a sensible point within the Biocoop network, Marketing being at the opposite of what the brand stands for. Thus the challenge: create an impactful campaign while staying true to their DNA.