Woodlands Dairy - The Tetra Pak and Woodlands Dairy sustainability campaign

Project Overview

Tetra Pak, Woodlands Dairy and Appetite Creative collaborated on a sustainability campaign that effectively educated consumers and promoted Woodlands Dairy as a sustainable brand. By scanning QR codes on Tetra Pak cartons, consumers accessed an interactive experience featuring a quiz and sustainability booklet, with a chance to win shopping vouchers. The campaign successfully engaged the target audience, achieved rapid growth, increased participation, and demonstrated the brand’s commitment to sustainability through favorable user engagement metrics such as a below-average bounce rate of 18% and an average user engagement time of 2 minutes and 14 seconds as well as strategic social media utilization.

the challenge

The primary challenge was to effectively communicate Woodlands Dairy’s sustainability initiatives and educate consumers about the importance of sustainability within the dairy industry. The campaign aimed to engage a wide range of audiences, with a particular focus on mothers and kids. The challenge was to capture their attention, encourage participation, and promote Woodlands Dairy as a brand that prioritizes sustainability. Furthermore, the campaign needed to provide an interactive and educational experience that would resonate with the target audience.

the solution

To address the challenge, Tetra Pak and Woodlands Dairy partnered with Appetite Creative to create an interactive experience that would educate and engage consumers. By scanning the QR code on Tetra Pak cartons, consumers embarked on the interactive experience. The experience included a quiz, featuring short and engaging questions, which aimed to educate consumers about sustainability and provide insights into Woodlands Dairy’s green initiatives. To enhance engagement, Woodlands Dairy offered 13,500R shopping vouchers as prizes in a weekly draw. Sharing the winners on social media channels created additional buzz around the campaign and raised awareness about Woodlands Dairy’s sustainability efforts.

the results

The Tetra Pak and Woodlands Dairy sustainability campaign experienced rapid growth starting in March, largely due to social media promotions and weekly sharing of winners, which boosted engagement and visibility. Female participants made up 78% of the audience, aligning well with the campaign’s focus on mothers, and participants aged 25-36 formed the largest group, demonstrating effective demographic targeting. Facebook proved to be a major traffic source, with winner shares driving significant attention to the campaign. Strong user engagement metrics, including a low 18% bounce rate and an average interaction time of 2 minutes and 14 seconds, indicated that users were highly engaged, actively exploring content on Woodlands Dairy’s sustainability efforts. This connected experience successfully communicated the brand’s eco-friendly initiatives and reinforced Woodlands Dairy’s reputation as a sustainability-focused leader in the dairy industry.