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Raising awareness of EU Ecolabel

Raising awareness of EU Ecolabel. CB Forum, March 2013 Silvia Ferratini. Awareness raising campaign in a test market. Phase III - Broader European campaign roll-out in cooperation with Member States and retailers. Lack of funding. Awareness rasing campaign – Phase II.

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Raising awareness of EU Ecolabel

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  1. Raising awarenessof EU Ecolabel CB Forum, March 2013 Silvia Ferratini

  2. Awareness raising campaign in a test market Phase III - Broader European campaign roll-out in cooperation with Member States and retailers Lack of funding

  3. Awareness rasing campaign – Phase II • Planned in-store activitiesturned out to beunfeasible (co-signed EC and DEFRA letter sent to 12 major retailers; only 1 interested but sellingonly 6 EU Ecolabelled products) • Activitiesshifted to maximisation of EU Ecolabel media coverage (March-July 2012) Aim: Direct traffic to the EU Ecolabel website and increaseawareness of the EU Ecolabel among the UK audience

  4. Awareness rasing campaign – Phase II Activities • Revamping of EU Ecolabel website • On –line advertising • Displaying text and banner adverts (this included mobile banners as well as computer/laptop advertising) using Google's on-line advertising tool, Google Adwords and Facebook • Animation video on the EU Ecolabel website and Youtube and advertorialvideos on four mainstream consumer media sites • Publication of advertorials on 6 key magazines in the UK

  5. Awareness rasing campaign – Phase II Results • Some success in driving traffic to website but no subtantial changes in numbers • Video viewed more than 1650 times in a month • Positive reaction of consumers/jurnalists to the video • Increased mentioning of EU Ecolabel in on-line conversations (neutral or positive tone) • Two pieces of coverage on on-line blogs but no national coverage

  6. Lessons learnt - For a successfull campaign we need: • To design an integrated campaign • Strategic partnership with retailers and the media; ambassadors • Have mainstream brands/products Ecolabelled • Strong position and an angle to bring to the debate in order to gain the interest of journalists and other stakeholders - newshook • Strong social media presence

  7. What is the way forward? • No big EC budget but little money for smaller activities (2013: marketing and promotion of the EU Ecolabel for printed paper products; EU Ecolabel on Facebook; Euronews magazine on a succesfull business case) • More marketing activities can be carried out by the Ecolabel Helpdesk • Need to utilise existing channels (e.g. Retail Forum, Resource efficiency campaign) • Need to synergize CBs' and MSs’ activities • Need to have big companies 'on board' Seed funding – Leverage – Synergize Let's join our efforts!!!

  8. Dedicated regular sessions of CBs Forum? Aims: • Share information on already planned marketing activities in order to seek to improve coherence • Discuss together any future marketing activities to be planned in order to maximise synergies and coherence (e.g. focus on agreed products and or channels) This session may be key contributor to Action Plan to promote EU Ecolabel foreseen by the Regulation (Art. 12.1) and currently included in the Ecolabel Work Plan.

  9. What is your view?Thank you!

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