The Do-Gooder Awards
Empower and Reward Your Do-Gooders
Yesterday’s News® Cat Litter is one of the top eco-friendly litter options on the market. Made from recycled paper, the brand was suffering from static and low awareness and needed purchase consideration and trial in their category of alternative litters. The brand team challenged Infuz, and other partnering agencies, to develop and execute a campaign that engaged their environmentally conscious consumers looking to do good for their communities and also help move the needle for the brand’s positioning amongst the competition.
As part of the re-branding, Infuz played an integral role in concepting, developing, and executing the Yesterday’s News® Do-Gooder Awards contest. The program challenged Yesterday’s News® consumers to submit their story about how they help their cats, home, or environment. Three winners were chosen, and each helped select a local organization to receive a $15,000 cash award for their efforts in “green” thinking and sustainability; each winner also received $5,000 in cash to help make their own lives a little greener.
Not only did our team develop a contest engine for entry collection and administration, but we also lead the creative direction of an integrated digital marketing campaign. From the promotional microsite to banners and email, Infuz was there to help tell Yesterday’s News’ do-gooder story. A key component was empowering consumers to spread the word. Infuz built a social media engine, giving consumers the ability to share their everyday “green” tips for making their homes and lives better. The do-gooder tips pushed consumer content to a Twitter feed and a powered a flash widget.
The promotional campaign was a success, with almost twice the projected contest entries for the Do Gooder Awards. Our moderation tool for entry management and judging created efficiencies for contest administration and winner selection.
This program helped successfully establish Yesterday’s News® as walking the talk in a category that greatly resonates with consumers’ own personal efforts for maintaining a greener world for all of us. The success from this program has us working on a follow-up campaign this Spring for the brand, in conjunction with the 40th Anniversary of Earth Day. More good news on the way!
