Klean Kanteen

A World Free of Plastic Bottles

Own a green cause:

Americans consume annually 8.6 billion gallons of bottled water.

And the benefit?

Increase spending water bottles. Decrease spending bottled water.

And how to capture the lion share of the market? Pass the Greenwashing Test

Failed Passed

Strategy: Leverage Fan Power

Sincerity

Homepage Advertising

Goal Bring awareness to wasteful/harmful government spending

Approach Combine serious news-headline with campaign style ad

Analysis

Strength: Harness fan’s hot button issues (economy, budget, waste, environment)

Weaken: Too self rightous

Opportunity: Flexibility to expand into schools, NGOs, and corporations

Threat: Donation/volunteer fatigue

Homepage Advertising

Branded Page

Goal Establish a go-to place to stop buying bottled water

Approach Provide support with information, tools, and programs

Analysis

Strength: Show goals & progress

Weaken: Too weak of a link back to Klean Kanteen brand

Opportunity: Partnerships with other NGOs

Threat: Backlash from bottled water industy

Homepage Advertising

Homepage Advertising

Newsfeed Concept 1: Event Based

Concept 1.1 Limited edition back to school Announce an award for free Klean Kanteen product with engraved name of schools and their clubs that have banned bottled water and then have limited edition available for online sale.

Concept 1.2 Weekly contest find budget cut Promote weekly contest for a free specially designed Klean Kanteen to fans who could provided information on government entities that have budget cuts and still spend money on bottled water (crowdsourcing for No Botteled Water Zone’s next ads and campaign).

Concept 1.3 Coupon to honor cities that ban bottled water Announce 10% off coupon on Klean Kanteen’s online purchase for the first week after a city that bans bottled water. Only for the Facebook fans of that specific city.

Newsfeed Concept 2: Polling Fans

Concept 2.1 Ask how to spend donation Poll Facebook fans on how to spend Klean Kanteen’s current donation program: A) Keep donating to the same cause B) Divert donation to No Bottled Water Zone to print professionally free stickers, postcards, and other support materials C) Others (input ideas)

Concept 2.2 Choose additional tools for No Bottled Water Zone Poll Facebook fans to choose additional tools: A) Widget map that shows all cities that have banned bottle water B) Apple app that shows location of water fountain C) Others (input ideas)

Homepage Advertising Concept 1: Event Based •  Limited edition back to school •  Weekly contest find budget cut •  Coupon to honor cities that ban bottled water

Concept 2: Polling Fans •  Ask how to spend donation •  Choose additional tools for No Bottled Water Zone

Key Areas of Research/Investigation

Klean Kanteen’s and competitors’ Facebook audit

Klean Kanteen’s mission statement audit & realignment

Klean Kanteen’s competitors audit

Klean Kanteen’s graphic/visual brand audit

Klean Kanteen updates posted on Facebook:

Alignment of fans’ values and core values from mission statement:

27% Environmental issues 26% Tips (healthy living & environment) 21% Company announcements 13% Call to action (environmental) 7% General

66% updates relate to environment with great fans comments

Reason behind strategy: Gain Trust, Become Leader

Honest Quality Caring

Become leader and authority of company’s core value first, and then gain both quality and quantity of fans on Facebook