TouchIT

Naked Juice has a thriving community on Facebook, and they have a new, environmentally conscious bottling initiative called the reNEWabottle—it’s a bottle made from 100% recyclable products, plus it’s 100% recycled. As a means of spreading the message we recommended and created a Facebook application that urges FB users to pass bottles to friends within their own micro-communities.

In creating the application, we knew that there had to be an incentive beyond plastering a friend’s sacred wall with a marketing piece (an act that could be deemed somewhat intrusive). To that end, we advised Naked Juice to continue their environmental stewardship and make a donation based on the amount of bottles passed; they agreed to $20,000 for Keep America Beautiful, a non-profit organization that literally helps keep America beautiful.

From a marketing standpoint, we opted to forgo an expensive media and PR blitz, and truly placed the campaign in the hands of the community to create a successful viral movement.

After an aggressive timeline and the various technical challenges that are married to the Facebook API, the campaign launched with favorable praise, and has shown success in community engagement as a viral piece as well as a positive driver for community growth.