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with PETition and campaign out of bounds","How we changed German law, modernized the deposit system, played the keyboard of a juicy 360-degree campaign and finally made the world a little bit better.","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F474\u002Fimage-thumb__474__webp\u002Finnocent-setzt-sich-fuer-pfand-ein-dt.fe42b091.webp",[],[],"\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F474\u002Fimage-thumb__474__mobile-startseite\u002Finnocent-setzt-sich-fuer-pfand-ein-dt.f0457ea6.webp","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F474\u002Fimage-thumb__474__mobile-project-teaser\u002Finnocent-setzt-sich-fuer-pfand-ein-dt.41849734.webp","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F474\u002Fimage-thumb__474__mobile-in-the-project\u002Finnocent-setzt-sich-fuer-pfand-ein-dt.e822a326.webp",{"en":369,"de":378},"innocent – mit PETition und Kampagne außer Rand und Pfand",{},{"en":381,"de":382},"\u002Fen\u002Fproject\u002Floud\u002Finnocent---with-petition-and-campaign-out-of-bounds","\u002Fprojekt\u002Floud\u002Finnocent-mit-petition-und-kampagne-ausser-rand-und-pfand",[384],{"key":75,"title":75},[386,387],{"key":82,"title":83,"filterGroup":75},{"key":85,"title":86,"filterGroup":75},"\u003Cp>We love our planet. Unfortunately, not everything here is fragrant. That's why we're excited when we can change something. Take smoothie manufacturer innocent, for example. They wanted their disposable PET bottles to become part of the German deposit system. This way the PET can be recycled for bottles or other things and doesn't end up incinerated. A cycle. In simple terms, that means we had to change German law! Adrenaline, endorphins, and fruit puree in our veins. \u003C\u002Fp>\u003Cp>We love this kind of commitment: bringing positive initiatives from the business world into society. But how? We came up with the idea of starting a "PETition" on change.org to put pressure on the legislature. \u003C\u002Fp>\u003Cp>We needed to get at least 50,000 signatures. And the ambassadors for our PETition were to be innocent's secret stars: the sweet fruits from PET bottles. The guiding principle, key visual, all campaign assets, and campaign management were our juice. In the end, the campaign was like a perfectly rounded smoothie: \u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cul>\u003Cli>Online campaign: We were able to spread our petition smoothly using a survey ad format. \u003C\u002Fli>\u003Cli>Social media ads: We raised awareness of the petition on Twitter and Snapchat using video ads and collected signatures. \u003C\u002Fli>\u003Cli>Influencer marketing: We used the reach and influence of well-known creators. \u003C\u002Fli>\u003Cli>Dark social: Our clicker gang shared content in WhatsApp, Telegram and Facebook groups as well as on nebenan.de under the official radar. \u003C\u002Fli>\u003C\u002Ful>\u003Cp>\u003C\u002Fp>\u003Cp>We were also active offline: \u003C\u002Fp>\u003Cul>\u003Cli>Print advertorials: We explained why the change in the deposit law is necessary. \u003C\u002Fli>\u003Cli>POS campaign: 10,000 innocent bottles received protest signs to attract more attention in stores. \u003C\u002Fli>\u003Cli>Special out-of-home in Berlin: The added value of the raw material PET became tangible in a pop-up store. \u003C\u002Fli>\u003C\u002Ful>\u003Cp>\u003C\u002Fp>\u003Cp>There was also a mural calling for participation. We felt the vibe and were eager to use the campaign to change German law (more precisely Section 31 Paragraph 4 No. 7 of the Packaging Act). And to point out the rotten injustice in the Packaging Act. The "Deposit for All" campaign had shown us that. If you want to make a difference, just do it. Be the change! Four weeks of the campaign were over. We finally blinked at the counter of our PETition on change.org. 76,873 signatures. MEGA! Far beyond our goal, a success. With thick folders we went to the Federal Ministry for Economic Affairs and Energy and symbolically handed over the lists of signatures with our request. What we had been working towards for months had finally become reality and borne fruit. Here's to a smoothie! The rest is history. Since January 1, 2022, the new deposit law also applies to all smoothie bottles and many other beverage packaging. Here are a few of the campaign's productive KPIs: \u003C\u002Fp>\u003Cul>\u003Cli>133,000 landing page views \u003C\u002Fli>\u003Cli>4.1 million users reached via online advertorials \u003C\u002Fli>\u003Cli>412,000 impressions via influencers 539,000 complete views on Snapchat \u003C\u002Fli>\u003Cli>80,000 tweet engagements on Twitter \u003C\u002Fli>\u003Cli>128,000 clicks on our interactive opinion ad \u003C\u002Fli>\u003Cli>200 visitors to our one-week pop-up store \u003C\u002Fli>\u003C\u002Ful>\u003Cp>\u003C\u002Fp>\u003Cp>Thanks to us, the drinks industry is now a fraction more sustainable. The little animated fruits and their sayings convinced more than enough people to campaign for better deposit laws. Good job. A pat on the back. A knighthood. A halo. It all felt.\u003C\u002Fp>","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002Finnocent-setzt-sich-fuer-pfand-ein-dt.webp",[],[392,393],63,273,[395,412,421],{"title":23,"text":23,"alignment":396,"fuuscreen":23,"video":3,"images":397},"left",[398,405],{"desktop-project":399,"desktop-project-teaser":400,"mobile-in-the-project":401,"mobile-project-teaser":402,"unscaled":403,"metadata":404},"\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F472\u002Fimage-thumb__472__desktop-project\u002FDSC_1842.1fae221f.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F472\u002Fimage-thumb__472__desktop-project-teaser\u002FDSC_1842.9269c020.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F472\u002Fimage-thumb__472__mobile-in-the-project\u002FDSC_1842.26a600f4.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F472\u002Fimage-thumb__472__mobile-project-teaser\u002FDSC_1842.57de5aff.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002FDSC_1842.jpg",[],{"desktop-project":406,"desktop-project-teaser":407,"mobile-in-the-project":408,"mobile-project-teaser":409,"unscaled":410,"metadata":411},"\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F355\u002Fimage-thumb__355__desktop-project\u002FInnocent-ooh-mural-berlin.5333c481.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F355\u002Fimage-thumb__355__desktop-project-teaser\u002FInnocent-ooh-mural-berlin.672101dd.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F355\u002Fimage-thumb__355__mobile-in-the-project\u002FInnocent-ooh-mural-berlin.312009a9.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F355\u002Fimage-thumb__355__mobile-project-teaser\u002FInnocent-ooh-mural-berlin.c983ab2b.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002FInnocent-ooh-mural-berlin.jpg",[],{"title":23,"text":23,"alignment":23,"fuuscreen":5,"video":3,"images":413},[414],{"desktop-project":415,"desktop-project-teaser":416,"mobile-in-the-project":417,"mobile-project-teaser":418,"unscaled":419,"metadata":420},"\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F354\u002Fimage-thumb__354__desktop-project\u002Fmockup-iPhone-innocent.cdfc3558.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F354\u002Fimage-thumb__354__desktop-project-teaser\u002Fmockup-iPhone-innocent.889c21a2.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F354\u002Fimage-thumb__354__mobile-in-the-project\u002Fmockup-iPhone-innocent.6969f1d4.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F354\u002Fimage-thumb__354__mobile-project-teaser\u002Fmockup-iPhone-innocent.4d9717d3.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002Fmockup-iPhone-innocent.jpg",[],{"title":23,"text":23,"alignment":23,"fuuscreen":5,"video":3,"images":422},[423],{"desktop-project":424,"desktop-project-teaser":425,"mobile-in-the-project":426,"mobile-project-teaser":427,"unscaled":428,"metadata":429},"\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F356\u002Fimage-thumb__356__desktop-project\u002Fpop-up-store-innocent-nachhaltigkeit.7000b168.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F356\u002Fimage-thumb__356__desktop-project-teaser\u002Fpop-up-store-innocent-nachhaltigkeit.635cadc9.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F356\u002Fimage-thumb__356__mobile-in-the-project\u002Fpop-up-store-innocent-nachhaltigkeit.54bec90a.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002F356\u002Fimage-thumb__356__mobile-project-teaser\u002Fpop-up-store-innocent-nachhaltigkeit.436f4859.jpg","\u002Fassets\u002FProjekte\u002Floud\u002FInnocent\u002Fpop-up-store-innocent-nachhaltigkeit.jpg",[],[431],"EAtHBZHFArM",[],[434],{"@context":435,"@type":436,"name":369,"description":437,"keywords":438,"image":389,"url":439,"inLanguage":440,"creator":441},"https:\u002F\u002Fschema.org","CreativeWork","We love our planet. Unfortunately, not everything here is fragrant. That's why we're excited when we can change something. Take smoothie manufacturer innocent, for example. They wanted their disposable PET bottles to become part of the German deposit system. This way the PET can be recycled for bottles or other things and doesn't end up incinerated. A cycle. In simple terms, that means we had to change German law! Adrenaline, endorphins, and fruit puree in our veins. We love this kind of commitment: bringing positive initiatives from the business world into society. But how? We came up with the idea of starting a \"PETition\" on change.org to put pressure on the legislature. We needed to get at least 50,000 signatures. And the ambassadors for our PETition were to be innocent's secret stars: the sweet fruits from PET bottles. The guiding principle, key visual, all campaign assets, and campaign management were our juice. In the end, the campaign was like a perfectly rounded smoothie: Online campaign: We were able to spread our petition smoothly using a survey ad format. Social media ads: We raised awareness of the petition on Twitter and Snapchat using video ads and collected signatures. Influencer marketing: We used the reach and influence of well-known creators. Dark social: Our clicker gang shared content in WhatsApp, Telegram and Facebook groups as well as on nebenan.de under the official radar. We were also active offline: Print advertorials: We explained why the change in the deposit law is necessary. POS campaign: 10,000 innocent bottles received protest signs to attract more attention in stores. Special out-of-home in Berlin: The added value of the raw material PET became tangible in a pop-up store. There was also a mural calling for participation. We felt the vibe and were eager to use the campaign to change German law (more precisely Section 31 Paragraph 4 No. 7 of the Packaging Act). And to point out the rotten injustice in the Packaging Act. The \"Deposit for All\" campaign had shown us that. If you want to make a difference, just do it. Be the change! Four weeks of the campaign were over. We finally blinked at the counter of our PETition on change.org. 76,873 signatures. MEGA! Far beyond our goal, a success. With thick folders we went to the Federal Ministry for Economic Affairs and Energy and symbolically handed over the lists of signatures with our request. What we had been working towards for months had finally become reality and borne fruit. Here's to a smoothie! The rest is history. Since January 1, 2022, the new deposit law also applies to all smoothie bottles and many other beverage packaging. Here are a few of the campaign's productive KPIs: 133,000 landing page views 4.1 million users reached via online advertorials 412,000 impressions via influencers 539,000 complete views on Snapchat 80,000 tweet engagements on Twitter 128,000 clicks on our interactive opinion ad 200 visitors to our one-week pop-up store Thanks to us, the drinks industry is now a fraction more sustainable. The little animated fruits and their sayings convinced more than enough people to campaign for better deposit laws. Good job. A pat on the back. A knighthood. A halo. 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