This document summarizes a digital marketing campaign for the launch of a new DOP NATURE shampoo line. The campaign, called "J'adopte un déchet" (I adopt garbage), allowed virtual users to choose and name pieces of abandoned garbage on a virtual beach. They could then announce their adoption on Facebook and choose godparents. The campaign was very successful, receiving over 378,000 visits over 2 months from 158 countries and resulting in over 68,000 garbage adoptions collecting 10.5 tonnes of garbage. It generated substantial media coverage and social media engagement.

1. GrandUnion pour DOP
ADOPTEUNDECHET.FR
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2. 1 Context
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3. After a long silence,
DOP is launching a new BIO range of shampoo called
DOP NATURE.
A
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4. They wanted also to develop their target from
the historic mother looking for a handy product
for the entire family…
…to the independant woman who wants a good
product for herself !
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5. Do vs. Declare
How to make the difference ?
Support this lauch in digital, giving proofs to the BIO
positionning
Develop the target from the historic mother looking for a handy
product for the entire family……to the independant woman who wants a good
product for herself !
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6. Which actions ?
For several years, DOP is enrolled with
the ONF (National Forest Organization)
to preserve the environment.
The concrete action of this partnership
is to clean the cost of Oléron Island.
The French Atlantic cost has been
devastated in January 2010 by the
Xynthia Storm, especially
the Charente area.
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7. 2 Concept
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8. “En 2011, adoptez un déchet”
In 2011, adopte a garbage
The garbage have been abandoned.
However they deserve to be taken care of.
What about we adopt them ?
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9. 9

10. The user is landed on a beach after a quick journey into the clouds
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11. On the sand he choses the garbage he likes the most to adopt it
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12. He gives it his name, and can announce it on facebook
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13. He choses the godmother or the godfather through his facebook
friends 13

14. At the end the user discovers the new DOP range and can become fun
of the new DOP Facebook fanpage. 14

15. Each garbage adopted added weight to the global scale, each grams
adopted is a garbage collected.
On Saturday the 30th of April, 250 people came to collect,
we ended with 1T3 garbages at the end of the day !
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16. 4 Results
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17. From our objectives…
100 000 visits during the entire campaign (3 months)
1 tonne of adopted garbages during the first month
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18. … to reality
378 460 visits within 2 months
An average of 130 friends by visitors have seen the
garbage post
158 Countries, Belgium, Morocco and Canada leads
68 863 garbages adopted
10,5 tonnes of garbages adopted
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19. Shared on Facebook
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20. Heard on Twitter
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21. Seen everywhere
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22. Seen everywhere
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23. Pofessionnal Press
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24. TV
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25. Grandmerci

26. Display
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27. Background
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28. Operation J’adopte un déchet
MEDIA
Display
Facebook Alternative
(msn/TF1/auFeminin
DEDICATED WEBSITE
Description of the action
Dop.fr
Beach, navigation between the garbage
Facebook I’m adopting a
page cute garbage
My Garbage à Make an annoucement
Facebook
à Choose the godfather / godmother
API à Like
EVENT
à Press Relation
During 1 day voluntaries from Oleron and close area came to
collect garbages
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