As the world's leading manufacturer of innovative plastic packaging, ALPLA would like to bring a different perspective to the currently very one-sided discussion about plastics. Contrary to the prevailing opinion, PET packaging has convincing arguments which, to the surprise of many, are also convincing in terms of sustainability.
But how do you get your message across to users & start a dialogue?
3
years
project duration
8
Project Team Members
Digital Marketing
De-scientific
The first step was to prepare the study in order to create content from a scientific report. It had to be understandable without in-depth knowledge, and it had to be prepared in such a way that it could be used as an argument in a social media discussion at any time.Feeding the feed
The relevant content of the study was prepared in various formats and published in a multi-channel strategy via microsite, Facebook, Instagram and LinkedIn. Orchestrated in a comprehensive editorial plan, our clients and we were able to plan ahead and generate the greatest possible impact. It was not long in coming.Community Management
With an unpopular but scientifically supported opinion, we were sure to get attention. Then we not only challenged the prevailing opinion, we disproved it. Numerous commenters made their points and participated in the discussion. Each interaction lowered advertising costs and increased reach. Working closely with the client, we responded to comments around the clock to keep the discussion going over a long period of time.
Cross-digital campaign
A large-scale digital campaign was designed to make users throughout Austria aware of the potential of plastics - and, at the very least, to bring a different perspective into the discussion. The focus was on young adults and families.
Approach & Idea 💡
It doesn't make sense to jump right in and start throwing around facts and figures. Instead, we rely on a less explosive start and focus first on advantages from everyday life - specifically break resistance & stability. And again, not with a factual or instructive mechanic, but according to the target groups, taken from life or entertaining.
In the second step, once the user has clicked, further arguments or information and various links to detailed studies and articles follow on different landing pages.
Distribution ⚡️
From Facebook, Instagram and YouTube to TikTok, Snapchat and display ads to instream ads in Austrian media libraries, media planning and playout is rigorous and targeted. All this is accompanied by regular campaign monitoring and meaningful reporting to refine the campaign in an agile and flexible manner.
Power BI in Marketing
For three years now, we have been supporting ALPLA in the maintenance and creation of Power BI reports. Whether it's a website performance dashboard or a social media trend analysis, we work with the client to develop solutions that significantly support and guide decision-making.
Our solution
Using Power BI Service, we created a single point of contact for all questions related to social media campaigns and performance KPIs. This gave all social media managers a single point of access to information. Tedious searches for data across multiple platforms are now a thing of the past. Figures are displayed on a daily basis and already arranged in the desired format.
In addition to connecting the major advertising platforms (Facebook, Snapchat, LinkedIn, Google), we also implemented a data gateway to the backend to import first-party data directly into the dashboard. We also provide ALPLA with consulting services and support in building a unified data architecture.
The final product clearly summarizes all information on a report page and breaks it down into different areas of focus.
Trends and performance of individual campaigns or accounts can now be determined in a very short time. At the bottom of the page, these aggregated figures are presented in a more granular way to provide deeper insight into the data.
The data model and design have a strong focus on reusability. This means that reports can be used for other campaigns or analyses without major adjustments - and without having to go through the entire process again.
Michael Uhlemayr
Creative Director
Want to bring a sensitive issue to the forefront?