Post on 07-Feb-2017
3 Source: http://www.channelnewsasia.com/
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The 2015 Southeast Asian Haze - Suspension of classes across Singapore
and parts of Malaysia - Singapore Environmental Council (SEC)
suspended APP’s Green Label certification due to alleged involvement
- NTUC pulled out APP products from
their shelves
- NGOs such as WWF Singapore, PM Haze and HEAT call on consumers to understand their role in helping to drive sustainable practices
Source: Health Xchange
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Double A Proprietary Technology
1 Result of 32 years of research and development
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3
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Conventional Tree Breeding for consistent quality
Fast growing tree, matures in 3-5 years and yields high fiber
200 million Double A Paper-Tree planted
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Collaboration with PEFC
Work with PEFC and key stakeholders to set up Thailand National Standard
Work with PEFC on Trees Outside
Forest (TOF) and its inclusion in PEFC global guidelines
Knowledge sharing and capacity building of counterparts in Vietnam and Laos on sustainable agro-forestry model
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• Educate the everyday consumer on sustainable production and consumption, and how small sustainable acts can help to make the world more sustainable.
• Consumers donate trees to Thai farmers by scanning the QR code
Objectives
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Simple and
Easy
Mechanics!
https://youtu.be/t_2A56W18is?list=PLop1VPXaztgh7cldFXiqLF_5HoxHOXwZJ
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One Dream…One Tree Core Elements
1D1T
AWARENESS/ ACQUISITION
ENGAGEMENT/ RELEVANCE
BEHAVIOR/ ACTION
PR Digital Media NGO Partners Roadshows & Events In-Store Branding
Did the message reach the intended audience?
Positive engagement Likes Comments Shares
Scanning of QR
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Social Media Highlights (Total 4 countries)
Results
Reach 6.8 million
Engagement 2.5 million
Impression 48 million
Figures as of 30 September 2016
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Thailand 4 Modern Trades Trees: 28,581
Singapore 2 ST and 2 MT shops Trees: 2,894
Malaysia Aeon Big Hyper Trees: Over 50,000
Modern Trade Roadshow
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Office Building Roadshow
Thailand Visited 33 offices Trees: 22,285
Malaysia Visited 4 venues Trees: Over 27,000
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Feedback on campaign: Korea
Although I recognize the seriousness
of environmental issue, I didn’t think
about importance of product process.
Through this campaign, I will act
‘smart consumption’.
(Office worker, 40s participated in
Survey on Environmental recognition)
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Trees Donated
- New followers from 1 July to 30 September 2016 - Unique emails from 1 July to 1 October 2016
Facebook Unique Emails (registered to
microsite) New Followers (Fans) Total Followers (Fans)
Thailand 4,968 93,535 2,380
Korea 3,203 86,867 1441
Singapore 4,120 8,740 1264
Malaysia 7,679 7,679 2414
TOTAL 19,970 196,821 7,499
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Social Media Highlights Engagement Ratio
Thailand Korea Singapore Malaysia
Engagement ratio 12.8% 0.06% 32.31% 3.79%
New Fans 4,968 3,203 4,120 7,679
Total fans 93,535 86,867 8,740 7,679
Fan ratio 5.3% 3.7% 47.1% 100%
Digital spend(THB) 1,230,000 670,000 70,000 100,000
Trees 62,643 53,308 13,473 80,633
Tree conversion THB19.64 THB12.57 THB5.20 THB1.24
Fan Acquisition THB247.58 THB209.18 THB16.99 THB13.02
Shipment (reams) 4,840,000 4,568,400 502,000 1,102,800
Conversion ratio 1.29% 1.17% 2.68% 7.31%
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Learning - Consumers are willing to participate
- Digital Media
• Short attention span of audience
• Too much clutter – difficult to compete in a digital world
• Simplify the message
- Barriers to participation
• Scanning of QR
• Downloading of application
• Trade – no smartphones/non-techie
- Consumers need bribe/reward to participate
- NGOs
• Need to be more proactive
• Approach them early to lock activation
- Strong support from countries affected by haze – SG and MY