CPG Marketing Trends: P&G Sponsors Social Media ‘Green Stamp’ Program

According to a recent article in AdAge, Procter & Gamble is pioneering an effort to reward consumers for practicing, learning and blogging about sustainability and the environment.  As an extension of the Future Friendly program, which educates about saving water, energy and reducing waste, P&G has partnered with RecycleBank, a program where people can earn points redeemable through local merchants for participating in curbside collection programs. The program is meant to serve as an educational initiative in green practices and also highlight P&G’s sustainably innovative products.

The social media campaign is called “Learn and Earn” and is focused on environmentally-conscious bloggers and deal-seeking moms.  While “green” bloggers are drawn to the educational elements of the campaign, frugal moms will be attracted to the chance to earn points and also share those reward opportunities with others.  Both of these groups are influential and will increase the reach in the campaign while also extending the message to “the middle” green consumers, who are interested in sustainability but don’t necessarily know where to start.

This platform offers a variety of green credentials for bloggers and in social networking and while the “viral factor” can’t be forced, the incentive program is developed to encourage the sharing needed for this program to be successful.  RecycleBank is continuing to partner with other groups including Verizon, Safeway, MillerCoors and Naked Juice to further their green initiatives.

Photo credit: epSos.de

About

Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth.

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