Corona x Parley – CleanWaves Campaign

Challenge

Leading drinks brand Corona required a campaign to drive continued conversation, credibility and interest around its partnership with Parley for the Ocean, and communicate its commitment to protect 100 islands by 2020 in an effort to make a global impact on the plastic use.

Idea

Engage credible influencers with an natural connection to the ocean as local brand ambassadors and announce their personal commitment to the plastic cause through content which could beleveraged across earned, paid and owned channels.

Execution

Touch engaged Corona ambassadors locally including Australian presenter Laura Wells, photographer Craig Parry and environmentalist Tim Silverwood by holding a group photo shoot that communicated their united pledge to reduce plastic consumption and clean up their local beach. Content was used across paid and owned media, as well as ambassador channels to galvanise the passions of influencer audiences and rally consumers to the cause through creating personal and sincere stories around the issue at hand.

Results

The campaign reached 1,837,864 individuals across influencer and media channels, garnering the interest from ABC with Craig Parry discussing Corona’s commitment and his personal pledge. The influencer activity generated 6,345 engagements and 83 reader comments on owned platforms, with consumers expressing their interests for sustainability and ocean conservation. In 2018, influencers will be involved in ongoing community events like local beach clean-ups to extend the initiative across the country.