Who Gives A Crap Paris Olympics Launch

Nov 2023

Who Gives A Crap Paris Olympics Launch

A conceptual marketing campaign for Who Gives A Crap’s product launch during the Paris Olympics.

Blog post

Pain Point

According to the survey by the National Australia Bank (2023), Australians encounter obstacles such as the need for knowledge regarding sustainability and the high perceived difficulty of eco-friendly practices when attempting to transition to live sustainably.

To tackle these pain points, the blog post first presents a country-scale sustainable initiative undertaken by three countries. Hence, it empowered the readers to adopt sustainable habits at an individual level by providing practical guides that aimed to minimise the complexity of going green.

SEO Keyword Research

By combining the statistics from Google Trends and Answer the Public, it is deduced that the most inquired topic is the sustainability strategies of different countries worldwide. The result led to the decision to create a blog post spotlighting the top sustainable countries in 2023. To ensure maximum engagement, Headline Studio by CoSchedule is used to optimise titles when competing with existing headlines. The tailored blog content is expected to generate better awareness and organic engagement.

Images

In light of the gradually diminishing attention spans, incorporating infographics into blog posts has become crucial for effective communication. Utilising infographics, complex information is digested into easily understandable visual formats that appeal to the broader audience. For this blog, the header graphic showcases the ranking of the most sustainable countries by displaying toilet rolls with the countries’ flags and the title. Besides, three separate visuals highlighting the sustainable initiatives are created with visual elements like illustrations and emojis, along with short descriptive paragraphs. Thus, the blog post not only captures the readers’ attention but also conveys the message effectively.

Target Audience

The blog post targets environmentally focused Australians aged between 25 and 45 years old who seek in-depth information through reading blog articles regarding sustainability practices. As these individuals typically possess prior knowledge about sustainability, they are driven to engage in online communities to gain the latest knowledge and incorporate these habits into their daily lives.

Key Benefit Claim

WGAC’s KBC of “Sustainability in the Long run” is accentuated through utilizing both informational and emotional message style. In the blog post, the topmost sustainable countries are introduced with a humorous “Golden Roll Awards”. Hence, several toilet “roll” and “bum” puns, and wordplays are incorporated, aiming to keep the readers entertained while receiving important information in the post through a playful tone. In emphasising the sustainable practise, commitment and achievements of Sweden, Denmark and Finland, ending with a call to action, the blog post, thus, reinforce the long-term impact WGAC contributed to sustainability.

Call to Action

The call to action in this blog post serves as an effective motivator that inspires the readers to advance their sustainability commitment by choosing WGAC’s environmentally friendly toilet paper and following the useful guide to integrating sustainable habits in their daily lives.

The Golden Roll Awards 2023

Ladies and Gentlemen. Welcome to the Golden Roll Awards, where we celebrate the top three countries that have made significant strides in flushing away unsustainability! Let’s give a big round of applause to Sweden, Denmark and Finland for bagging these honorary titles of the Golden, Silver and Bronze Rolls! Congratulations, and well done!

The Golden Roll – Sweden: “Hej! This is where rolling meatballs meet rolling TPs!”

Drumrolls, please! Taking the Golden Roll crown is none other than Sweden, the epitome of sustainability royalty. For over a decade, the Swedes have been consistently ranked among the top ten countries in the Environmental Performance Index, thanks to their tireless efforts towards sustainability. Impressive.

Sweden is making remarkable progress in reducing carbon emissions and embracing renewable energy sources like hydroelectric and nuclear power. And guess what? They actually reached their target of cutting 50% of greenhouse gas emissions by 2020, well ahead of schedule in 2012!

But that’s not all. Sweden also crushes the game on sustainable urban development. Have you heard about the Stockholm Royal Seaport project? They’re turning old gas works into eco-friendly homes that run on biogas generated from food waste! Everyone, the crown was seriously fated for the Swedes!

The Silver Roll – Denmark: “A greener future? Yes, I do!”

Some of us struggle with commitment, but not Denmark when it comes to their relationship with a greener future.

Ranked second in the Global Sustainability Index, Denmark spearheads renewable energy of wind and solar power to supply half of their electricity. Oh, and let’s not forget about their love affairs with cycling. In Copenhagen, 62% of residents are getting around the city by bike. That’s because Denmark has an extensive network of bicycle paths that leads to the low-impact transportation habit. What a way to contribute to the environment and the people in Denmark!

Did you know they are also setting new initiatives for a greener future? The Danes are introducing the Climate Act intending to reduce 70% of their greenhouse gas emissions by 2030 and become climate neutral by 2050.

And get this: they’ve even got paper mills powered by bicycles. Yep, the Danes are very committed to cycling (and sustainability)! Hats off to Denmark for going the extra mile for a better life for their people and the earth!

The Bronze Roll – Finland: “Yaaaaas kween, this is me trying!”

Finland has nailed it! They are taking the Bronze Roll home with their eco-friendly efforts. Ranked highest in the Sustainable Development Report 2023 and beating out 193 UN Member States, it’s safe to say that Finland is a true environmental hero!

As far back as 1990, the Finns were the first to introduce a carbon tax that helped them cut their carbon emissions by 20%. How cool is that?

Wow, Finland is definitely not stopping their sustainability game. Although they’ve already reduced their reliance on coal, now, they are planning to go even further. By 2030, they aim to phase out coal entirely and switch to an emission-free energy system by, quite literally, taking their game to the streets.

The transport sector is a core focus of their plan to reduce emissions. The Finnish aim to have 30% of their energy consumption from biofuels and set their goal to have 250,000 electric vehicles on the road by 2030. As for gas-powered cars? Finland is planning to have only 50,000 of them going around by 2030. Hey, there’s nothing wrong with being ambitious, right?

Check this out! These green leaders, Sweden, Denmark and Finland, are killing when it comes to sustainability. They’re showing how it’s done! And when you choose Who Gives A Crap toilet paper, you’re not just getting soft and scrunchable TP. You’re also doing your part for the environment. Our toilet paper is made from bamboo and 100% recycled paper, and our goal is to keep you comfortable while keeping our planet healthy.

Here at WGAC, we take care of your bum and make sure the world doesn’t turn into a dump!

Hey, green pals! Are you ready to level up your sustainability game? Let’s show the world that we give a crap about our planet by checking out our guide on how to be more sustainable with just a little twist in your daily life.

Before you go, let’s talk about the elephant in the room. I know these countries have won the Golden Rolls Award, but seriously, we think Japan deserves a spot here. I mean, have you tried their commodes? They’re like a luxurious spa experience for your bum. Talk about a royal flush, am I right?

instagram post. influencer marketing.

ethicallykate 🧻 Don’t forget your toilet paper when watching the Olympics on the go! 🥇

Trust me, bringing your own TP is a game-changer. 🏆 Here’s why you need @whogivesacraptp:

1️⃣ It gives you comfort: Let’s face it, public toilets don’t always give you the most luxurious TP options. Bring a WGAC roll to ensure the best crapping experience, even when you’re caught up in the Olympic fever. 😌

2️⃣ It’s sustainable: WGAC TP is made from 100% recycled materials. You are reducing waste and supporting sustainability in the long run! 🏃🏻‍♀️

3️⃣ It makes a difference: WGAC donates 50% of their profits to build toilets in countries lacking sanitation. Bring your roll to keep this noble cause rolling! 🧻🤘🏻

Your bum deserves the best! 🍑 Pack your WGAC TP before heading out to the games!

📣 Let’s cheer on our athletes sustainably! 🏋🏻‍♀️

#Ad #BringYourOwnTP #WhoGivesACrap #Sustainability #Olympics

sez.com.au BOGLINSSSS! I kno da STRUGGLE to find a good BOG during the Olympics at FED SQUAYA. But fear not cuz I’ve got your back with my top HIDDEN BOG GEMS:

1️⃣ MCEM: Ahhh, the holy grail of toilets. It’s so spacious that it’s almost like stepping into a football field. I’ll give it a 💯 mark!

2️⃣ ACMI: It’s sawrrr CLEAN that it sparkles like unicorn toothpaste! 🦄 This place is close to Fed Square, so you don’t have to sweat when dropping your kids off at the pool in SUMMA. 🥵💦

3️⃣ NGV: This is a modern toilet with a futuristic bathroom design. 👽 I took a couple of selfies there and almost forgot to flush! 📸 SAWRY!

@cityofmelbourne, share this ASAP so all BOGLINS know where to find these gorgeous CRAPPING paradises! 💩

🧻 If they are all full during the game, my babies, arm yourself with some @whogivesacraptp rolls. They will keep your bum fresh one wipe at a time. 🍑✨

Now, conquer these PORCELAIN THRONES! 😘🚽#whogivesacrap #sez #melbourne #bogroll #bogvlog #shitfluencer

Target audience

The target audiences for these Instagram posts are Australians aged 18 to 35 who actively seek information on social media platforms to stay informed regarding social and sustainability issues due to their traits of being socially and environmentally conscious. These audiences are most receptive towards influencer marketing and view influencers as credible sources of information. Consequently, the group is anticipated to engage with the selected brand ambassador’s content, following their recommendations and potentially boosting purchase intentions for WGAC toilet paper.

Rationale for selecting brand ambassadors

The perceived alignment between influencers and brands significantly correlated with positive brand attitudes and purchase intentions, particularly when combined with personal anecdotes.

As such, two fitting influencers are chosen.

Macro-influencer: @sez.com.au (148K followers). The rationale for selecting Sarah O’Neill–Sez stems from the congruity between her content revolving around rating public toilets in Melbourne with witty humour and various toilet jokes and that of WGAC’s tone of voice.
Micro-influencer: @ethicallykate (44.7k followers). The reason for choosing Kate Hall was based on her combination of playful personality and expertise in sustainable living. Through her use of humour, it is evident that she effectively educates her audience on green practices and endorsing brands that align with her passion. Therefore, the balance of authentic and enthusiastic personality is compatible with WGAC’s personality.

Key Benefit Claim

The Instagram posts convey the KBC of “Keep on Rolling with Sustainability in Long Run” in a light-hearted tone, consistent with the overall campaign messaging.

Sarah’s post addresses the frustrating difficulties of finding an adequate public toilet during the Olympics and provides three of her suggested hidden gems around Fed Square as a solution. While the post does not immediate elicits audiences’ association with the brand, it relates the Olympics themed campaign of WGAC. As a final touch, the mentioning of WGAC rolls as the ultimate solution, thus, reinforce WGAC’s support in “keeping their consumers rolling” in different situations.

For Kate’s post, the approach is more direct in conveying the important to bring your own toilet paper, especially the ones from WGAC while watching the Olympics. Hence, by highlighting the benefits of using WGAC rolls, such as its comfort, sustainability efforts of using recycled materials, and support to global sanitation, the post effectively connect the dots between the brand and how it contributes to long-term sustainability.

Print ad

Pain point

Sustainability is often not a prominent consideration in consumer choices in the broader consumer landscape, leading to consumers’ lack of knowledge of sustainable toilet paper brands. Hence, a brand-building print advertisement is needed to evoke consumers’ awareness of WGAC, which will help them transition to a green lifestyle. By aligning with other campaign advertisements in utilising Cornelissen’s emotional style, this advertisement aims to drive a positive shift in brand and consumption attitude with WGAC’s sincerity and excitement towards sustainability.

Target audience

Print advertisements often consider a mass primarily engaged in lifestyle and other household-related topics rather than solely focused on eco-consciousness. Therefore, the target audiences are couples and families aged 25 to 45, residing in metropolitan Australia with relatively high socioeconomic status, who possess the financial means, time and awareness to engage in sustainability. The advertisement establishes WGAC’s brand awareness among broader readerships, fostering brand recognition and potential purchase intentions.

Key Benefit Claim

The KBC of “Sustainability in Long Run” is effectively communicated through a strategic blend of visual elements and maximising factors, setting it apart from other low-involvement advertisements.

The visual composition of this advertisement transforms WGAC’s dedication to sustainability into simplistic yet effective messages that the audience can readily comprehend.

Featuring a young weightlifter from Australia holding barbells with two ends made of WGAC toilet paper, the creative concept embodies the brand’s unwavering commitment to sustainable practices. Hence, the imagery draws a parallel between the determination of an Olympic athlete and WGAC’s dedication to contributing to environmental issues.Along with maximising factors such as headlines and body copy that reinforce the brand mission in supporting long-term sustainability, the advertisement raises more Australian consumers’ awareness towards the brand and its commitment.

Conveyor

Incorporating a visual conveyer into print advertisements can be effective in capturing attention and enhancing engagement, particularly in low-involvement brand preference advertising. In this advertisement, the concreate, single focal point image, featuring Australia weightlifter Maddison Power with a humorous twist is effective in increasing the visual impact for the audience.

In addition, as the weightlifting is just beginning her competitive journey, the choice of visual conveyer that is less familiar can evoke curiosity among the Australian market to seek further information regarding the campaign. Therefore, more organic engagements will be generated, and facilitate brand recognition and reputation