A major producer and distributor of household cleaning, health, hygiene, and nutrition products developed an awareness campaign highlighting that dishwashers are much more water efficient compared to washing dishes by hand.
The consumer-packaged goods (CPG) company’s mission is to protect, heal, and nurture in the relentless pursuit of a cleaner and healthier world. The company partnered with Digimarc for a product digitization campaign that educated consumers on their water usage and encouraged a sustainable approach to water conservation.
Many people believe that washing dishes by hand saves water. The company wanted to show how using a dishwasher can make an impact on water conservation. The company launched a product packaging campaign for an all-in-one dishwasher detergent to show consumers how much water is saved by using a dishwasher while also sharing tips that could reduce additional water usage.
"By highlighting the amount of water that a customer uses, we can hopefully categorize them as defenders, ultimately asking the consumer to become part of the brand’s sustainability fight."
– Global head of brand experience & design
Using Digimarc Engage, a software-as-a-service (SaaS) product for consumer engagement, the company added a QR code and the brand’s purpose story on the package which explains the water conservation campaign. Consumers scanned the QR code and were taken to the brand’s microsite where they began to learn about the water conservation campaign.
The awareness campaign explained the effects that saving water could have on a home, community, and the world. It included a game that encouraged water usage behavior changes as well as water-saving challenges. By digitizing the product, the consumer received a richer digital experience that extended long after the dishwasher detergent was used. The game highlighted how much water the customer used on normal household tasks, categorizing those with sustainable behaviors as defenders of water conservation. At the end of the game, participants were asked for a commitment to conserve water, helping the consumer feel part of the brand’s sustainability goal.