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AQUA Campaigning Sustainability as a Daily Mindset
Project type
Public Relations
Date
2024
The Task
Danone-AQUA aimed to elevate its sustainability positioning by launching #PikirinDulu — a conscious consumption campaign that encouraged consumers to think critically before purchasing or using a product.
Our Approach
We led a 360° PR campaign across digital, on-ground, and earned media. Activities ranged from factory visits and community sessions to influencer content, press conferences, and key visuals—crafting consistent messaging that resonates with both Gen Z and family audiences.
Result
The digital PR activations successfully involved 1,871,853 individuals through various digital activities. Involving highly selected Key Opinion Leaders (KOLs), the campaign accumulated 137,586 impressions with 499,771 engagements on the Instagram platform with 46,521 impressions reaching 1,260,654 viewers on the TikTok platform.
The press conference was successfully attended by 39 media and 42 journalists and generated a total of 100 articles (both online and print), with a total PR Value of IDR 21,872,774,714.
