Do The Green Thing Case Study Full

Do the Green Thing
Nov-Dec 2008
Blyk Campaign Overview

hat is Green Thing?
Green Thing (www.dothegreenthing.com) is a new a new kind of public
service that inspires people to lead a greener life.
Every month you'll get a different, simple Green Thing to do.
Ideas are promoted with the help of brilliant videos, music and inspiring
stories from creative people and community members around the
world.
The basic idea is 7 areas (Walk the Walk, Stick With What You Got, Plug
Out…) with easy changes we can all do to make a difference
Members share their tips and hints, stories and successes with each
other and you can even measure track progress of your diminishing
carbon footprint
It’s quirky and fun, user-friendly and simple to understand – like Blyk

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© Blyk Wednesday, January 14, 2009

reen Thing objectives
Awareness of Green Thing
Sign-ups for Green Thing newsletter
Behaviour change

yk solution: A multi-layered campaign over a month to a base of 30,000 members
1) to create awareness to Blyk members via messaging
2) to encourage sign-up for newsletter via WAP site
3) to encourage behaviour change via tips, reminders and questions

Multiple and varied messages encouraged engagement with those who were
interested in Green issues – and more importantly, those who considered
themselves not as bothered.

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mpaign outline
Nov Dec
12 21 22 23 24 25 26 27 28 29 30 1 2 34 5 6 7 8 9 10 11 12 13 14 15 16 17 18
SFS SMTWTFSSMT WT F S S M T WTFSSMTWT
stion 1?

) Y

onse Y

l Question 2?

nse OR
Thx

7quot; vid content MMS
Tip

minder and question 4a?

e Y/N

N response & ask for tip
Y/N?
nse from Ys OR

who respond Thx

p 10 Green Tips -
4b
ve you done it
o all but N's
e
N response & question
nse

NC NC NC NC

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How green are Blyk members?

23% response rate

87% of which said ^Y

Members clearly care about the
^ 

environment

Reply message promotes URL
^ 

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Reply message promotes URL again
^ 

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range of responses

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0 most important green issues…
Rank Issue % mentioned
1= Recycling 17%
1= Pollution and littering 17%
3 Global warming / climate change 15%
4 Deforestation 10%
5 Energy resources 9%
6 Carbon emissions 9%
7 Everything 7%
8 Environmental conservation 6%
9 None 6%
10 Cars and transport 5%

Responses displayed an acute concern for a wide range of (often interlinked) green issues
Some joked that “Weed” was an important “green” issue (in at number 12!)

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-depth and emotional responses…
Making sure that our
Cars should all be electric.
grandchildren have the
diversity of wildlife that we The trees gettin cut Electricity generation should
do.
down n rare animals be more decentralised and use
losing there homes:-( a wide range of renewable
sources.
tion and its dispersal. I'm an
All green issues! The
I work at bhs and it shocks me that we throw
ogy graduate so i know how
related - Rain fo
away so much paper and plastic. Everything
important it is.
devastation, fuel em
that we unwrap is covered in so much
renewable energy, in
unnecessary packaging and none of it is
pollution.. The list is
recycled! So much is wasted. I also feel that
bal warming, deforestation is terrible, but it is only done
estation and the to such an extent because of businesses like
bhs who waste so much.
xtinction of Running out of non
ngered species. renewable resources
o that we are without a viable renewa
ly running out of option in place.
reducing our carbon
enewable energy footprint,recycling, more ways 2
resources. travel green, helping wildlife affected
by changes in CO2 levels etc. Global warming and the natural
disasters that occur because of it
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any with social and political themes…
Venazeaulan soya The continued use of free plastic bags by
production feeding supermarkets. You should have to pay for
them then peopl would use their own! Global warming,
cattle and lamb for the
population overcrowdin
european market.n.
unsustainable economi
growth.
Destruction of the rainforest, rising
erica doing more! sea-levels and irresponsible
capitalism which is responsible for
Resturants servin more hea
many of the problems i.e. Shipping
vegatarian foods. No mor ea
g, reducing carbon footprint in beef from argentina when it can
animals! I dnt eat ne fin dat h
ging frm car 2 train, avoid be bought here in scotland.this just
face on it! X
wrapped products, buy fair
creates unnecessary emissions
ont print unneccessary, save
energy and gas.

Opposing the
Preventions not cures
Wasting money on war,with
falsehood that
that money we can discover
man-made glob
alternatives for fuel
warming.
Power and the oil companys blind
ignorance towards money
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MMS cast: a good click WAP
through of 5%

And a very good uptake on
video and GT newsletter op
(39% downloaded it, 31% - 7
members - signed up to
receive the GT newsletter
from this cast alone)

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Green Tip sent out beginning of
December promoting that month
Green Thing: “Human Heat”

Tip only: No response required

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Response rate Y/N of 13%: not ba
considering nature of question
67% ^Y, 33% ^N

We then had an amazing 23% clic
through to WAP from the ^N's!
Plus 44% uptake of newsletter
And 28% video downloads
i.e. notable behaviour shift

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This SMS gave
an improved
click-through
to WAP of 11%
and more sign
ups...

) Green Thing – SMS: Top 10 tips published
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SMS: 6,490 responses
(17%)

Of which 55% said “Y
they’ve been doing t
Green Thing

Then 18.7% response
story request

SMS replies resulted in a combined cl
through to WAP of 20.48%
and more sign ups to newsletter...

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tories demonstrating change in behaviour…
(incl. human heat ones)

I have been re-filling my plastic water
er learnin about 'green thing' i turned
bottle for college instead of buying a
l my storage heaters 2 a lower settin I have started washing at 30
new one everyday! I have been
if it got a bit chilly i get my quilt and new specially designed det
recycling...:D...x
air of socks 2 keep the warmth from
recently advertised on TV an
apin through my feet and i curl up on began wearing a jumper ins
he sofa so im savin money and its a heating my home. I'm saving
een thing with great advise and very too!
helpful over christmas period. Before i knew about going green i never thought
about the environment.i always left the heating
on and always poured out the rest of the water
I always keep warm by wearing layers of clo
from the kettle. But going green has opened my turning on the heater. I've well insulated my
eyes and i feel its my duty to help the we use less electricity to keep the house war
environment and do my bit to help! now i always all my appliances from the plug when they
ll my bottles and cans so even if i don't used. I also boil the amount of water i need f
wear a jumper if i feel cold and always re heat
ood the morning after, at least i know instead of filling up the whole kettle. I've al
the water thats left in the kettle...
g my bit, I just wish everyone would the bulbs in my home with the energy effi
te to ensure a brighter future for the
youth of today. :)

Been using my own body heat and i've saved
Bin cuddlein under the covers
loads on my heating bill
and huggin all the time! I hv bought a compos
which i hv startd 2
kitchen waste such
peelings nd used teab
started a clean up crew in my area! we all I have been following the blyk
ade ppl nt throw litter on the floor and pik green thing and its brillant
it up

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ore stories…(incl. human heat ones)
I've been doing the green thing by
switching my phone charger off
was baby sitting my little neice and nephew one night, when i'm not using it.. I used to
o i turned all of the heating off and got a blanket. We leave it on, but we have to save
nuggled up together on the couch, we fell asleep and
our earth!
In stead of waitin 4 de
was a cold night but when i woke up i was boiling hot.
2 get cold put sum wat
jug an put in de fre
I'm a volunteer with 'Global
Generation' an environmental
been boiling the kettle and
action charity. My job for the past
g a flask so i don't have to
boiling the kettle one flask three years has been to encourage
an make around 6 cups
communities and businesses to care I whent to my antis house and
for the environment and fight heat and told eveyone to put
on and i cuddled me m
against climate change.
ust been doing the little things such as
more recying

Ive been recycl??n n have been
I hv bought a com
switchin off all lights n keepin them
Ive been wearing double jumpers and bin in which i hv
off until ive really needed 2 switch
double socks. Plus, the fact that i have compost kitchen w
them on even my children aged 2
had a cold has pushed me to being green as potato peelings
and 4 know to switch off the lights teabags etc
as well! when there not needed

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0K tags Increased reach of tip and competition message wider

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ummary of results
Frequent messaging delivered the Green Thing concept in bite-sized chunks,
promoted GT website, drove sign ups on WAP.
Click-throughs to WAP increased each time the WAP link was sent out over the
campaign period: from 5% to 11% to an amazing 20.84%.
Different reasons to click through were promoted throughout the campaign:
watch video, sign up to newsletter (win Nokia N95), see tipsquot;.
Multiple messages created frequency of interaction: avg visits to WAP site = 2.5
Awareness: frequency built GT brand equity and familiarity to the Blyk membe
Unique sign-ups to newsletter were 1,641 – 5.5% of all messaged members
Behaviour shift: 55% said they had been doing the Green Thing and 18.7% of th
submitted stories about it.

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lient testimonial
“The bottom line is that the campaign made a really significant difference to our user
numbers - in particular our email sign ups.
(For the Green Thing relaunch we used) A number of media types...a mixture of coverage…
lots of online, press and lifestyle mags
Here's data that demonstrates the results - we are really pleased(!):
As at mid-Jan, Blyk had generated 63% of all GT's light users since relaunch
^ 

Blyk generated 38% of Green Thing's total users during the relaunch (campaign) period
^ 

The Blyk sign-ups drove a 26% increase in Green Thing's userbase over the campaign pe
^ 

What I've been really impressed by is the degree of intelligent engagement - not just basic
click through to view, but people sending stories and tips. Really really great.
Certainly if I were planning future campaigns targeting this demographic - either with Gre
Thing or other brands - I'd be talking to you! “

Sarah Matthews, Marketing Manager, Green Th

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