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Gulddreng for the Groundwater
The Organic Lands Association wanted to raise sales of organic produce. But the amount of raised index fingers is historically high these years when we both have to deal with plastic problems, CO2 emissions, food waste, and environmentally friendly packaging. Add to this that the Danes are already the ones who buy the most eco-products worldwide and have therefore largely decided on ecology. Therefore, if there were more organic products in the basket, we had to look for a new approach. That angle became the groundwater. In recent years, alarmingly high levels of pesticide residues have been found in several parts of the country. For example, an analysis from GEUS (The National Geological Survey) in 2018 showed that 4 out of 10 Danish water wells contained pesticide residues, and in more than one in ten the amount was above the permitted limit value, so the wells had to be closed down temporarily. Consumers were concerned and the only suggestions for solutions were to tighten policy on the use of pesticides from the political side, and as you know, this can take a long time. Alternatively, one could mount a filter on the tap that, however, would not save groundwater. All in all, some slightly questionable options for the concerned consumer. We therefore chose to introduce ecology as a solution. The truth is that more organic products in the basket mean fewer pesticides in the field and thus ultimately in the groundwater. The challenge was that groundwater does not intuitively have the same appeal as, for example, a cow with big brown eyes or an apple with an injection that ends up in your child's stomach. No, we Danes have taken the groundwater for granted, and it is mentally a layer further away. The purpose of "Gulddreng for the groundwater" was to raise the eyes of the Danes to the connection between ecology and groundwater and then to change their behavior and shopping habits. The challenge was to convey the small complex message with the inherently raised index finger to an already well-informed target audience in a way that made people listen. A campaign was needed that spoke not only to the organic core consumer. Something with a broader appeal was needed, something that could kickstart the conversation around the dining tables across the country and across generations. Put another way, we needed a glass of mouth-watering Moët before we could serve groundwater. The campaign was designed with Gulddreng as the exponent of an ignorant, decadent and lively lifestyle on the one hand. On the other hand, stood his civilian ego Malte, the son of a biologist specializing in water quality, who sympathetically and credibly communicates the ecological message. Prior to the music video, we launched a teaser movie on Gulddreng’s Instagram profile to create a buzz about his resurrection and awaken the sleeping algorithm as well as the press interest. In the end goal of ultimately influencing purchasing habits, we worked on conveying the message on two levels, 1: Coherence. People needed to understand the link between ecology and clean groundwater, so ecology became the solution to the problem. 2: Effect. Through sample product level calculations, people should understand how big a difference they could make in choosing ecology. The first part, Gulddreng and Malte took care of the music video. The second and more fact-heavy dissemination we made Malte clear in a series of follow-up films. We switched interest from the music video to the interest in the films with Malte, who, together with a number of tactical social media posts, led to a campaign site. On the site, there was elaborate information and a calculator which, based on people's actual consumption of a number of everyday goods, showed how many liters of groundwater can be saved from pesticides. For example, you save 192 liters of groundwater from pesticides by buying just 1 liter of milk organically. DANSK Baggrund Økologisk Landsforening ville hæve salget af økovarer. Men mængden af løftede pegefingre er historisk høj i disse år, hvor vi både skal forholde os til plastikproblematikker, CO2-udledning, madspild og miljørigtig emballering. Læg hertil, at danskerne allerede er dem, der køber flest øko-varer på verdensplan og derfor i stort omfang har taget stilling til økologi. Skulle der flere økologiske varer i kurven, måtte vi derfor lede efter en ny indgangsvinkel. Den vinkel blev grundvandet. I de senere år er der fundet alarmerende høje mængder af pesticidrester flere steder i landet. En analyse fra GEUS (De Nationale Geologiske Undersøgelser) viste fx i 2018, at 4 ud af 10 danske vandboringer indeholdt pesticidrester, og i mere end hver tiende var mængden over den tilladte grænseværdi, så boringerne midlertidigt måtte lukkes helt ned. Forbrugerne var bekymrede, og de eneste bud på løsninger var at indføre stramninger på brugen af pesticider fra politisk side, og den slags kan som bekendt tage lang tid. Alternativt kunne man montere et filter på vandhanen, der dog ikke ville redde grundvandet, men muligvis én selv her og nu. Alt i alt nogle lidt tvivlsomme handlemuligheder for den bekymrede forbruger. Vi valgte derfor at introducere økologi som en løsning. For sandheden er, at flere økologiske varer i kurven betyder færre pesticider på marken og dermed i sidste ende i grundvandet. Udfordringen var blot, at grundvand ikke intuitivt har samme appel som fx en ko med store brune øjne eller et æble med sprøjtegift, der ender i dit barns mave. Nej, vi danskere har taget grundvandet for givet, og det ligger mentalt et lag længere væk. Formålet med ”Gulddreng for grundvandet” var at få danskernes øjne op for sammenhængen mellem økologi og grundvand, dernæst at få dem til at ændre adfærd og indkøbsvaner. Udfordringen var at formidle det småkomplekse budskab med den iboende løftede pegefinger til en allerede veloplyst målgruppe på en måde, som fik folk til at folde ørene ud – og ikke holde sig for dem. Løsning Der var brug for en kampagne, der ikke kun talte til den økologiske kerneforbruger. Der var brug for noget med en bredere appel, noget der kunne kickstarte samtalen omkring spisebordene på tværs af landet og på tværs af generationer. Sagt på en anden måde havde vi brug for et glas opsigtsækkende Moët, før vi kunne servere grundvand. Kampagnen blev udformet med Gulddreng som eksponent for en ignorant, dekadent og lystbetonet livsstil på den ene side. På den anden side stod hans civile jeg Malte, søn af en biolog med speciale i vandkvalitet, som sympatisk og troværdig formidler af det økologiske budskab. Forud for musikvideoen lancerede vi en teaser-film på Gulddrengs Instagramprofil for at skabe buzz om hans genopstandelse og vække den sovende algoritme samt pressens interesse. I sigtet mod slutteligt at påvirke indkøbsvanerne arbejdede vi med formidling af budskabet på to niveauer: 1: Sammenhæng. Folk skulle forstå sammenhængen mellem økologi og rent grundvand, så økologi blev løsningen på problemet. 2: Effekt. Folk skulle gennem regneeksempler på produktniveau forstå, hvor stor en forskel de selv konkret kunne gøre ved at vælge økologi. Den første del tog Gulddreng og Malte sig af i musikvideoen. Den anden og mere fakta-tunge formidling lod vi Malte klare i en række opfølgende film. Vi vekslede interessen fra musikvideoen til interesse for filmene med Malte, der sammen med en række taktiske opslag på sociale medier ledte ind til et kampagnesite. På sitet var der uddybende information og en beregner, der med udgangspunkt i folks faktiske forbrug af en række hverdagsvarer viste, hvor mange liter grundvand man kan redde fra mødet med sprøjtegift. Fx sparer man 192 liter grundvand for mødet med sprøjtegift ved at købe blot 1 liter mælk økologisk. Resultat Med ”Gulddreng for grundvandet” skabte vi en kampagne, der fik folk til at se med, engagere sig og som skabte impact i målgruppen målt på løft i intention til at handle økologisk. Resultater for musikvideoen (4 min.) • 1.795.864 visninger • 38 % af disse visninger var organiske • Organisk rækkevidde: 425.300 danskere • 1,98 % VTR på Økologisk Landsforenings facebook (198 % højere end benchmark for film på 1 min.) • 7 % VTR på Gulddrengs Facebook (700 % højere end benchmark for film på 1 min.) • Time spent – antal sete minutter: 1.278.253 minutter = 2,4 år • 1.720.961 audio streams på musiktjenester • 28.000 interaktioner på sociale medier • 23 % engagement rate på musikvideoen (Gulddrengs Facebook) • PR-værdi 1,4 mio. kr. (mere end samlet mediespend) • 86.250 besøgende på den danske kampagneside renmadglæde.dk • 24.460 klik til grundvandsberegner • Vurderet af målgruppen på: Interessant 76 % (benchmark 50 %) • Vurderet af målgruppen på: Relevant 90 % (benchmark 46 %) • Vurderet af målgruppen på: Troværdig 70 % (benchmark 54 %) • 15 % løft i målgruppen på udsagnet ”Jeg vælger økologiske varer, fordi det skåner grundvandet” • 11 % løft i målgruppen på udsagnet ”Man undgår pesticider i grundvandet, når man køber økologiske fødevarer” • Og den vigtigste: 53 % af målgruppen vil købe flere økologiske varer på baggrund af kampagnen (English translation + Google translate) Background The Organic Lands Association would raise sales of organic produce. But the amount of raised index fingers is historically high these years, when we both have to deal with plastic problems, CO2 emissions, food waste and environmentally friendly packaging. Add to this that the Danes are already the ones who buy the most eco-products worldwide and have therefore largely decided on ecology. Therefore, if there were more organic products in the basket, we had to look for a new approach. That angle became the groundwater. In recent years, alarmingly high levels of pesticide residues have been found in several parts of the country. For example, an analysis from GEUS (The National Geological Survey) in 2018 showed that 4 out of 10 Danish water wells contained pesticide residues, and in more than one in ten the amount was above the permitted limit value, so the wells had to be closed down temporarily. Consumers were concerned and the only suggestions for solutions were to tighten policy on the use of pesticides from the political side, and as you know, this can take a long time. Alternatively, one could mount a filter on the tap that would not save groundwater, but possibly one even here and now. All in all, some slightly questionable options for the concerned consumer. We therefore chose to introduce ecology as a solution. The truth is that more organic products in the basket mean less pesticides in the field and thus ultimately in the groundwater. The challenge was that groundwater does not intuitively have the same appeal as, for example, a cow with big brown eyes or an apple with an injection that ends up in your child's stomach. No, we Danes have taken the groundwater for granted, and it is mentally a layer further away. The purpose of "Gulddreng for the groundwater" was to raise the eyes of the Danes to the connection between ecology and groundwater, and then to change them behavior and shopping habits. The challenge was to convey the small complex message with the inherently raised index finger to an already well-informed target audience in a way that made people fold their ears - and not stick to them. Solution A campaign was needed that spoke not only to the organic core consumer. Something with a broader appeal was needed, something that could kickstart the conversation around the dining tables across the country and across generations. Put another way, we needed a glass of mouth-watering Moët before we could serve groundwater. The campaign was designed with Gulddreng as the exponent of an ignorant, decadent and lively lifestyle on the one hand. On the other hand stood his civilian ego Malte, the son of a biologist specializing in water quality, who sympathetically and credibly communicates the ecological message. Prior to the music video, we launched a teaser movie on Gulddreng’s Instagram profile to create buzz about his resurrection and awaken the sleeping algorithm as well as the press interest. In the end goal of ultimately influencing purchasing habits, we worked on conveying the message on two levels: 1: Coherence. People needed to understand the link between ecology and clean groundwater, so ecology became the solution to the problem. 2: Effect. Through sample product level calculations, people should understand how big a difference they could make in choosing ecology. The first part, Gulddreng and Malte took care of the music video. The second and more fact-heavy dissemination we let Malte make clear in a series of follow-up films. We switched interest from the music video to the interest in the films with Malte, who, together with a number of tactical social media posts, led to a campaign site. On the site there was elaborate information and a calculator which, based on people's actual consumption of a number of everyday goods, showed how many liters of groundwater can be saved from the meeting with spray poison. For example, you save 192 liters of groundwater for the meeting with spray poison by buying just 1 liter of milk organically. Result With “Gulddreng for the Groundwater” we created a campaign that got people watching, engaging and creating impact in the target group measured by lifting intent to act ecologically. Results for the music video (4 mins) • 1,795,864 views • 38% of these views were organic • Organic reach: 425,300 Danes • 1.98% VTR on the National Association of the Organic Landscape's Facebook (198% higher than the benchmark for films of 1 min) • 7% VTR on Gulddreng's Facebook (700% higher than the benchmark for movies in 1 min.) • Time spent - number of minutes seen: 1,278,253 minutes = 2.4 years • 1,720,961 audio streams on music services • 28,000 social interactions media • 23% engagement rate on the music video (Gulddreng's Facebook) • PR value 1.4 million DKK (more than total media spend) • 86,250 visitors to the Danish campaign site renmadglæde.dk • 24,460 clicks to groundwater calculator • Rated by the target group of: Interesting 76% (benchmark 50%) • Rated by the target group of: Relevant 90% (benchmark 46% ) • Rated by the target group on: Credible 70% (benchmark 54%) • 15% lift in the target group on the statement “I choose organic products because it spares the groundwater” • 11% lift in the target group on the statement ”Pesticides are avoided in the groundwater when to buy organic food ”• And most important: 53% of the target group will buy more organic products based on the campaign