How to shape and execute compelling consumer facing campaigns around water- new case studies
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This document summarizes a panel discussion on shaping and executing compelling consumer-facing campaigns around water. It introduces the panelists from organizations like Waste Management, Stella Artois, Water.org, and the National Hockey League. It then provides examples of successful water campaigns run by WhiteWave Foods and Waste Management's Phoenix Open golf tournament. Both campaigns focused on reducing water usage, restoring water supplies, and engaging consumers around water issues through partnerships, on-site activities, and digital campaigns. The panel discussed how large brands can effectively partner with water organizations to raise awareness and drive impact around this critical issue.
How to shape and execute compelling consumer facing campaigns around water- new case studies
- 1. Omar Mitchell National Hockey League @omarmit Lee Spivak Waste Management @WasteManagement Ben Butler Stella Artois @bebutler Deanna Bratter WhiteWave Foods Company @DeannaBratter Julie LaGuardia Water.org @water #SB15sd How to Shape and Execute Compelling Consumer-Facing Campaigns Around Water: New Case Studies
- 2. How to Shape and Execute Compelling Consumer-facing Campaigns around Water: New Case Studies
- 3. PANELISTS: Lee Spivak, Senior Associate, Sustainability Services, Waste Management Ben Butler, Global Content Director, Stella Artois Julie LaGuardia, Brand Partnerships, Water.org Omar Mitchell, Sr. Director, Public Affairs & Sustainability, National Hockey League MODERATOR: Deanna Bratter, Director of Corporate Sustainability, WhiteWave Foods
- 4. A Global Water View • In 15 years, the demand for water is set to outstrip supply by 40%, and 2 out of 3 people will live in areas of water stress compared to 1 in 5 today. • The World Economic Forum ranked water crises as the #1 global risk in terms of impact. • If business as usual water management continues for the next 15 years, 45% of total GDP or 1.5x today’s entire global economy will be put at risk. • Goldman Sachs disclosed to CDP that it’s anticipated that water will have more rapid and unavoidable consequences for some businesses than carbon.
- 5. ImpactResponsi bility Rights When you are working with a critical and limited natural resource the challenges and stakeholders are vast and complex Risk Engagement PollutionACTION Access Cost Awareness Regulation Security Scarcity Policy Quality
- 7. WhiteWave.com WhiteWave NYSE listed (WWAV) 100% public ownership $3+ billion June 30, 2014 LTM Net Sales Denver, CO – Corporate HQ Broomfield, CO – North American HQ Ghent, Belgium – European HQ Shanghai, China – China JV HQ 3,900 Employees 8 US Manufacturing Facilities
- 8. WhiteWave.com Plant-based foods & beverages Premium dairy Coffee creamers & beverages Plant-based foods & beverages 2014 Net sales: $3.3BN1 Organic greens & produce Our Brands
- 9. WhiteWave.com Our Mission Responsibly Produced Good for the Planet CHANGING THE WAY THE WORLD EATS FOR THE BETTER CHANGING THE WAY THE WORLD EATS FOR THE BETTER Innovative Responsibly Sourced ConvenientGreat Tasting Good for People Flavorful Sustainable Nutritious
- 10. WhiteWave.com Our Commitments Produce Food Responsibly Reduce our Environmental Impacts Display Transparency and Continuous Improvement
- 11. WhiteWave.com G OA L : R E D U C E E N V I R O N M E N TA L I M PA C T F O C U S : N O N - I N G R E D I E N T WAT E R TA R G E T : 1 5 % R E D U C T I O N BY 2 0 2 0 P R O G R E S S : 2 0 0 3 - 2 0 1 4 R E D U C E D C O N S U M E D WAT E R BY 4 % A P P R OA C H : M A N A G I N G U P S T R E A M A N D D O W N S T R E A M I M PA C T S O F WAT E R U S E A C R O S S O U R S U P P LY C H A I N A N D W I T H I N O U R O P E R AT I O N S CONSERVE • Plant efficiency • Water Recovery & Reuse (innovative technology) • Agricultural Water Use Optimization • Silk YAYWater! Campaign • PCR & Recyclable Packaging RESTORE • Water Restoration Certificates (balance 100% of WW Plants’ net water) • Change the Course Campaign • Colorado River Project PROTECT • Silk LCA & Water Footprint • Organic Farming Practices • California Almond Supplier collaboration • SDDF McKenzie River Trust Partnership Our Approach to Water
- 12. WhiteWave.com Committed to Water Restoration 930,690,000 Million gallons restored 13-14 Water flow restoration projects supported 1,410 Olympic-sized swimming pools filled 6 Years of water action The collective impact of all WhiteWave brands + corporate by the end of 2014
- 14. WhiteWave.com Change the Course In 2013, Silk was the first brand to join the national water sustainability campaign Change the Course, which now has 125,437 individual pledges across all 50 US States and 122 countries and has supported 11 new WRC projects in the Colorado Basin, with at least 8 more in the pipeline. 3 BILLION GALLONS RESTORED!
- 16. The WMPO WATER CAMPAIGN SB’15 San Diego Lee Spivak Senior Associate Waste Management
- 17. Waste Management Phoenix Open Overview Zero Waste Challenge Water Conservation and Restoration • Water Consumption • WMPO Water Campaign • WMPO Change the Course Microsite • On-course Engagement • Expo Booth • Off-course Initiatives • Social Media Energy Management Transparency • WMPO Sustainability Report • Council for Responsible Sport • UL Environment Diversion Validation ©2015 Waste Management
- 18. Waste Management Phoenix Open Zero Waste Challenge Recycling and Compost Boxes ©2015 Waste Management Course Signage Liquid Collection
- 19. Waste Management Phoenix Open Attendee Engagement and Volunteer Coordination In 2014, WM created “Zero Waste Stations” from repurposed 40-cubic yard roll-off dumpsters. Fans can drop off various items for volunteers to sort; volunteers educate attendees and increased awareness of the diversion goals. Two local non-profits supply volunteers; WMPO made donations to each organization based on the hours they could commit. ©2015 Waste Management
- 20. Waste Management Phoenix Open In 2013 and 2014, WM diverted 100% of all tournament materials from the landfill; on track for 100% diversion in 2015 as well. Reuse initiatives: • In 2014, the WMPO used 87,531 sq. ft. of signage • Over 65% reused from the 2013 event • Over 73% was stored for reuse in 2015 • In 2015, 12.5 tons of scrim, carpet, turf and vinyl to the Habitat for Humanity ReStore • In 2015, over 15 tons of perishable food donated • 140,000 reused golf balls in one WM water fixture • 750,000 reused golf tees made from 100% recycled content in the other WM water fixture Diversion and Reuse ©2015 Waste Management
- 21. Waste Management Phoenix Open Course Water Consumption ©2015 Waste Management Water Usage 2010 2011 2012 2013 2014 2015 Fresh, metered 44,200 65,570 40,400 50,510 76,320 47,340 Fresh, portable toilets 16,500 17,856 18,520 19,184 19,060 21,047 Bottled - - 16,836 25,313 18,842 24,996 Graywater, reused - -1,476 -3,138 -4,800 -4,645 -6,100
- 22. Waste Management Phoenix Open The WMPO Water Campaign ©2015 Waste Management WM purchased Bonneville Environmental Foundation’s (BEF) Water Restoration Certificates for all metered fresh water used at the 2014 WMPO. Credits represent verified restoration to a critically dewatered river, stream or wetland during vital times of the year. In 2015, WM joined BEF’s Change the Course Campaign, restoring over 35 million gallons of water to the Colorado River Basin and the Verde River.
- 23. Yampa River (CO) Colorado Delta (US/MX) Current projects Coming soon US Bureau of Reclamation, Upper Colorado Region Verde River (AZ) Roaring Fork (CO) Fraser River (CO) West Fork Clear Creek (AZ) Escalante (UT) Gila River (NM)
- 24. Waste Management Phoenix Open WMPO Change the Course Microsite ©2015 Waste Management
- 25. Waste Management Phoenix Open On-course Engagement ©2015 Waste Management
- 26. Waste Management Phoenix Open Expo Booth ©2015 Waste Management
- 27. Waste Management Phoenix Open Off-Course Initiatives ©2015 Waste Management
- 28. Waste Management Phoenix Open Social Media ©2015 Waste Management
- 29. Waste Management Phoenix Open Energy Management • Since 2011, 100% of electricity has been provided by renewable sources • Since 2011, solar power has been used to power WM’s hospitality tent • Solar light towers and solar compactors continue to be used in key locations on the course • Stopped using diesel generators in 2014 • In 2015, WM worked with ClimeCo to offset 300 MtCO2, covering all internal operations and all WMPO pro player travel ©2015 Waste Management
- 30. Waste Management Phoenix Open Other Programs PGA TOUR Sustainability Challenge • WM invited all PGA tournaments to complete a questionnaire and detail their respective sustainable event initiatives; the winner is invited to attend the WMPO as well as the Executive Sustainability Forum 2015 WMPO Executive Sustainability Forum • Over 200 attendees; streamed on GreenBiz.com to over 38,000 viewers Day in the Life Tours • Behind-the-scenes tour of tournament operations and sustainability initiatives for any interested stakeholders WMPO Awards • “Sport For The Environment” Award from Beyond Sport • “Project of the Year” from the Environmental Leader Product and Project Awards ©2015 Waste Management
- 31. 2014 Waste Management Phoenix Open Transparency Council for Responsible Sport, which formally recognizes the successful completion of a socially and environmentally responsible sporting event. We achieved Gold certification from the Council in 2013, marking the first certification for a golf tournament, and we are on track to achieve at least Gold for the 2015 WMPO. Underwriters Laboratories Environment Inc. for a third- party verification of the event’s diversion in 2013, achieving “100% landfill diversion rate with 12% incineration with energy recovery.” In 2014, WM worked with ULE to achieve an even higher level of diversion: “Zero Waste to Landfill Operations with 10% incineration with energy recovery”. ISO20121 - Sustainable Management Tool Event Organizers Sector Supplement - Reporting Framework Annual WMPO Sustainability Report ©2015 Waste Management
- 32. Waste Management Waste Management www.wm.com Waste Management Sustainability Services www.wmsustainabilityservices.com Email: lspivak@wm.com Questions
- 34. Stella Artois + Water.org Buy a Lady a Drink June 2015
- 36. Brand Audience 750MM people lack access to clean water Want brands to have a deeper purpose Want to have shared values with brands/products they choose Stella Artois: Why Water? Need Key ingredient Key to our communities Active in conservation, watershed protection, agricultural development
- 37. Why Water.org? ✓ Percentage of funds directed to programs ✓ Impact size + geographies ✓ Market-driven approach ✓ Monitoring/evaluation ✓ True leader in bringing innovative and lasting solutions to the global water crisis, particularly through WaterCredit
- 38. Relevant to both brands & mission Personal & respectful Clever connection to cut through the clutter Globally conscious Sophisticated & cultured Premium storytelling New audiences International presence, resources & voice Water.org: Why Beer? Brand Reach Message
- 39. Collaboration Shared Goals Impact & expertise of a leading non-profit + Resources of world’s leading global brewer Drive awareness of the global water crisis Engage consumers Help provide clean water to people in the developing world A Groundbreaking Partnership First social impact campaign for Stella Artois First global campaign & largest consumer brand investment for Water.org Firsts
- 40. The Idea… Women are at the heart of the global water crisis
- 41. The Idea… They spend 200 million hours a day collecting water
- 42. The Idea… A journey that we can help end
- 45. Artwork inspired by traditional handcrafted objects from featured countries India | textiles Honduras | pottery Ethiopia | baskets Chalice Artwork
- 47. Presence On Premise Table tents Coasters
- 48. VIDEO INSTAGRAM INFLUENCER Matt Damon :90 Documentaries x4 Pre-roll Women’s Journeys IMMERSIVE CAMPAIGN HUB X15 posts Chris Ozer, 601k followers SOCIAL POSTS Chalice promo Milestone updates TVC ‘Chalice’ Supported by a Rich Content Narrative
- 49. ✓ A sense of Journey: literal (before) + figurative (after) ✓ Through the lens of those affected ✓ An intimate portrayal of the everyday ✓ Relatable personal moments ✓ Empowerment ✓ Cinematic, emotive filmmaking Content Filters
- 50. Real Women, Real Stories
- 52. Sundance Film Festival Launch Event
- 53. First-ever co-branded TV spot for Water.org 10,000 site visits within minutes of TVC debut 4,500 chalices sold within 24 hours after TVC debut Oscars Spot
- 54. World Water Day
- 55. World Water Day – Retweet to Donate Campaign
- 56. Earth Day
- 57. Measuring Impact & Success People Number of chalices sold = Number of individuals who gain access to clean drinking water Planet Fulfilling Better World aspirations Profit Brand equity Social sentiment Purchase intent Volume
- 58. Results to Date Increases in brand awareness and consideration over the campaign period More than 75,000 chalices purchased = More than 75,000 people with access to clean water
- 62. 62 “The NHL is committed to promoting more sustainable business practices with Member Clubs, players, fans, employees and partners to be more responsible stewards of the planet by reducing the use of resources, and reusing and recycling equipment and materials.” Sustainable Brands 2015 June 3, 2015 2015 NHL GREEN UPDATE
- 63. 63 THE BIRTHPLACE OF OUR GAME…
- 64. 64 IS DIRECTLY IMPACTED BY CLIMATE CHANGE AND FRESH WATER SCARCITY The Colorado River; image courtesy of Bonneville Environmental Foundation BEF’s Change the Course CampaignIce melting in the Artic shelf; Image credit: Reuters
- 65. 65 65 ICE HOCKEY IS AMONG THE MOST ENERGY INTENSIVE OF ALL PROFESSIONAL SPORTS SO, WE MADE A COMMITMENT TO IMPROVE THE ENVIRONMENTAL SUSTAINABILITY OF OUR BUSINESS
- 66. 66 66 TO PRESERVE THIS GREAT TRADITION FOR FUTURE GENERATIONS
- 67. 67 Tracking Impacts Encourage a behavioral change by increasing awareness of resources used Reducing Energy, Waste & Water maximizing resource-use efficiencies to improve our overall environmental footprint Offsetting Impacts Mitigate emissions by renewable energy credits, carbon offsets and water restoration Inspiring Environmental Progress Influence fans, players & teams, business partners and employees around green Supporting Environmental Programs Support environmental causes and change perceptions or behaviors related to our sport EVOLUTION OF NHL GREEN GOALS Since 2010, NHL Green has grown into one of the most robust environmental sustainability platforms in pro sports The comprehensive, high-impact initiative that seeks to lessen the environmental impact of the sport.
- 68. 68 3 NHL Arenas currently LEED Certified (at least 3 more expected by 2017) 3NHL Arenas achieved ISO 14001 Certification 9NHL Clubs received awards from the U.S. EPA 25NHL facilities performed an energy, water or waste audit within the last 2 years 8NHL Clubs have an established sustainability mission 16NHL Clubs are Green Sports Alliance Members 30NHL Clubs have one designated Sustainability Representative 10NHL Arenas have composting programs (all 30 have a recycling program) NHL CLUBS ARE ALREADY COMMITTED TO SUSTAINABILITY Clubs and their venue partners prioritize sustainability throughout their organization
- 69. 69 Hockey players — both active ones and alumni — are often lauded for their social consciousness. Many have developed a passion for environmental issues because they want to see future generations receive an opportunity to play hockey outside, as they once did. NHL PLAYERS ARE ACTIVE IN THIS SPACE
- 70. 70 ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ A TOP PRIORITY OF NHL BUSINESS PARTNERS Partners consistently prioritize environmental issues as part of their broader Corporate Social Responsibility (CSR) initiatives
- 71. 71 NHL FANS ARE ENGAGED “61% of US adults follow sports, while only 13% follow science. Sport has the power to be culturally influential and drive environmental awareness in a mainstream way” – Dr. Allen Hershkowitz Ph.D.; Former Senior Scientist, NRDC & President Green Sports Alliance Source: Scarborough Research: 2011 release total (August 2010 - March 2011) Base: Total Adults 18+
- 72. 72 Beyond 2015 NHL GREEN MILESTONES NRDC and NHL partner to green premiere events ‘08 The NHL officially launches NHL GREEN at the 2010 BRIDGESTONE NHL WINTER CLASSIC‘10 The NHL launches the Water Restoration Project with GALLONS FOR GOALS‘11 NHL GREEN announces the LEGACY TREE PROJECT‘12 NHL GREEN announces HATTRICK FOR TREES ‘13 The NHL launches its FOOD RECOVERY INITIATIVE‘10 2014 NHL Sustainability Report released, the first document of its kind by a major sports league in North America‘14 Constellation becomes official NHL Energy Services Provider, counterbalances CO2 emissions for 14-15 season‘14 ‘15 NHL Green Symposium in June 2015 will celebrate past 5 years and explore future sustainability opportunities‘15 NHL Green to release Community Rink Green Operations Handbook, promotes green venue operations in local rinks‘16 NHL Green to release the 2017 NHL Sustainability Report to coincide with the NHL Centennial celebrations‘17 Winner – US EPA “America Recycles Day Award”. Nov 2011 Winner – BEYOND SPORT “Sport for the Environment Award” Dec 2011 Winner – COMMUNITAS “Leadership in Ethical & Environmental Responsibility Award”. Mar 2013 Winner – GREEN SPORTS ALLIANCE Commissioner Bettman receives the “GSA Environmental Leadership Award”. Jul 2014 Ranked – US EPA #17 in the Top 100 List of the largest users of green power in the US. Jan 2015 Awards
- 73. 73 Green Venue Operations • Operational Cost Savings • Energy Efficient Retrofits • Best Practices Sharing Corporate Partnerships • Sponsor Event Activation • Campaign Partnerships • Accessing Corp ‘Green’ $$ Communications & PR • Club and Fan Engagement • Differentiation among Leagues • Broadcast/digital media Revenue Generation Cost Savings Overall Brand Enhancement Bottom Line Value Creation BUSINESS CASE FOR GREENING IN PRO SPORTS
- 74. 74 • Provides case studies of the environmental initiatives of all Clubs and their venue partners • Positive reaction across traditional & social media: U.S. News & World Report, Fortune, Sports Business Journal, Huffington Post, Triple Pundit "The 2014 NHL Sustainability Report is arguably the most important statement about the environment ever issued by a professional sports league.” - Allen Hershkowitz, PhD; President, Green Sports Alliance 2014 NHL SUSTAINABILITY REPORT The Report is first of its kind from any major US pro sports league and showcases the NHL’s commitment to sustainability
- 75. 75 GREEN VENUE OPERATIONS: CLUB CASE STUDIES NHL Green is a major resource for Clubs/venue partners in efficient arena operations Description Location/Club Arena Opportunity/Execution Impact LED Lights Montreal Canadiens In Fall 2012, Centre Bell was the first NHL arena to install LED game lights, which illuminate the ice surface • Highly efficient, dimmed easily and are instant on • seamlessly integrated into existing building controls technologies Produces significant energy savings – about 30-40% savings in electricity costs typically Anaerobic Digesters Toronto Maple Leafs The ACC’s Anaerobic Digesters take food scraps and processes it into water • Reduces waste hauling costs, especially in markets where landfill fees are high • Allows the Club/venue a cost-neutral operations solution for organic waste Reduces waste to landfill costs by 25%-30% compared to baseline year Fuel Cell Energy Servers San Jose Sharks Anaheim Ducks Fuel Cell Energy Servers are on-site energy creation sources that create electricity rom natural gas thereby reducing electricity-from-the-grid use • Lease financing makes this technology attractive to facility operators; municipal incentives offered • Beneficial for Clubs/Arenas in high energy markets Fuel Cells create 80% - 90% of energy on non- game days, and 20% - 30% of electricity use on game days. In addition, fuel cells can be used as a backup power supply Real Time Building Management Systems Vancouver Canucks Minnesota Wild Real Time Data Building Management Systems (Continuous Recommissioning) allows facility managers to fine tune their arenas to make them more energy efficient • System can provide real time environmental footprint data to fans Shift Energy and Rogers Arena realized 15% - 20% reduction in electricity costs by installing their EOS system
- 76. 76 Constellation, a leading competitive energy and services company, is now the Official Energy Services Expert of the NHL CORPORATE PARTNERSHIPS: CONSTELLATION "Our partnership with Constellation advances our commitment to promoting responsible energy use by the NHL... Everyone who loves our game will benefit by taking an active role in preserving the environment and the roots of the game.“ - NHL Commissioner Gary Bettman Raising Awareness of Environmental Issues and Sustainable Solutions Counterbalancing our Carbon Footprint Optimizing Energy Efficiency in NHL Arenas
- 77. 77 “WATER IS IN THE DNA OF ICE HOCKEY”
- 78. 78 WATER USE IN THE NHL
- 79. 79 The NHL is committed to restoring and replenishing fresh water in our communities, in an effort to raise awareness of water scarcity The Colorado River: Water Restoration Credits RECs contribute to the river restoration for BEF’s Change the Course Campaign 30M+GALLONS OF WATER RESTORED SINCE 2011 In partnership with Bonneville Environmental Foundation Officially kicked off in 2011 Significant press for the initiative, including mentions in the NY Times and other national publications
- 80. 80 For every goal scored during the season, the NHL restores 1,000 gallons of water to de- watered waterways across N.A. through purchase of water RECs The Colorado River: Water Restoration Credits RECs contribute to the river restoration for BEF’s Change the Course Campaign On average, the League restores over 6 Million gallons of water per season Measure of Impact: Amount of water restored Gallons for Goals is now connected to BEF’s Change the Course Campaign
- 81. 81 NHL.com/green micrositeFAN AWARENESS & SOCIAL MEDIA USE On the NHL Green microsite homepage Measure of Impact: Amount of water restored Link to learn more – directs fans to BEF and their call-to-action
- 82. 82 NHL.com/green micrositeEMPLOYEE AWARENESS & SOCIAL MEDIA USE Working with BEF on their Text to Pledge campaign Get internal executive awareness Engage employees in environmental initiaitives
- 83. 83 NHL.com/green micrositeGETTING CLUBS ENGAGED NHL Clubs that have signed on for the “Change the Course” Campaign Los Angeles Kings Carolina Hurricanes Tampa Bay Lightning Vancouver Canucks 2. 3. 4. 5. Anaheim Ducks 1. Highlight team’s water conservation efforts and why they care about water “Why we do what we do” Engage Fans (and Partners) in Call to Action to pledge to conserve water “What you can do” Local Community Engagement in related to water “What we can do together” 1 2 3 1
- 84. 84 NHL.com/green micrositeFAN AWARENESS Examples of Club activation with BEF The Ducks make announcement each time a goal is scored and host a photo booth activation at their Sunday Hockey both inviting fans to text pledge to conserve water. 1 free text pledge to conserve water = 1,000 gallons restored. Fan’s individual action connects to a bigger yet tangible project. The Wild will host water education activations in-game between December and April “Stormdrain Goalie” concept activation in the arena concourse level
- 85. 85 NHL Green Team: • Craig Harnett – Sr. Executive Vice President, CFO • Omar Mitchell – Sr. Director, Public Affairs & Sustainability • Alex Townsend-Mitchell – Sr. Manager, Club Business and Analytics • Paul LaCaruba – Manager, Public Affairs & Sustainability Icon credits: The Noun Project – Wilson Joseph (Chart); Rediffusion (Decrease); Fabio Grande (Windmill); Kelcey Benne (Carbon Footprint); Jerry Wang (Inspire); Bohdan Burmich (America); Milo Miloezger (North America); James Keuning (Canada); THANK YOU