Marketing metrics are on the move: changing behaviour may the one you need to key into now. An intriguing new measurement out of Brazil illustrates the point.
Brazilian healthy juice and food company Greenpeople has launched a limited edition of bottled water that shows the amount of water we waste on a daily basis, rather than a measurement like 330ml or 1.5 litres.
Instead of using litres or millilitres, the innovative bottles measure the contents by daily activities that can waste water, from brushing your teeth to showering.
It’s not a traditional key performance indicator (KPI), but elliptical engagement campaigns are a growing trend in marketing as brands and agencies realise that consumers really do value this kind of information.
We all like to feel good about our purchasing choices, right? And lots of us want to feel we’re actively involved in making the best choice, or even lending a helping hand to improving the state of the planet. If brands make it easy for us to do that, we like, therefore we buy!
As you’d expect from a company called Greenpeople, the bottles are made from recyclable glass and designed for long-lasting, multiple usage.
What do you think is going to stand out more on a store shelf – a plastic bottle that these days triggers thoughts of choking dolphins, or a glass bottle that makes the shopper feel s/he can make a good choice and be complicit in responsible consumerism?
Furthermore, the Greenpeople bottled water enables people to feel better informed on a general level, and empowered to take daily measurable action as a result, e.g. by cutting back showering time.
Brands are waking up to the fact that the marketing landscape is shifting in a big way, and old KPIs won’t always cut it.
To have your say on this and other ads, visit the ADDS site.
Read next: Facebook’s Ad Library Will Now Include All Active Ads Across Its Platform
More from Guest Bloggers
TikTok’s 7-Second Challenge: Performance Insights And Key Learnings
Does TikTok’s 7-second challenge generate more engagement? Hootsuite's Senior Social Marketing Manager and her team seek the answer.
How Do Link Stickers In Instagram Stories Affect Engagement?
How Do Link Stickers In Instagram Stories Affect Engagement? Hootsuite's Senior Social Marketing Manager, Amanda Wood, and her team seek …
Do ‘For You’ Page Hashtags Actually Work Οn TikTok?
Do 'For You' Page hashtags work on TikTok? Hootsuite's Senior Social Marketing Manager, Amanda Wood, and her team seek the …
5 Social Media Trends For 2022
Hootsuite's Senior Manager of Content, Sarah Dawley, reveals her team's latest research on the future of social media.
What Happens When You Buy TikTok Followers: Performance Insights And Key Learnings
This month, Hootsuite's Social Marketing Senior Manager, Amanda Wood, and her team test what happens when you buy followers on TikTok.
Instagram Reels Vs. TikTok Videos: Performance Insights And Key Learnings
This month, Hootsuite's Senior Manager for Social Marketing, Amanda Wood, and her team test the performance of Instagram Reels versus …
Finding Your Way Forward: Five Key Social Trends for 2021
Henk Campher, VP of Corporate Marketing and Head of Social Impact at Hootsuite, looks at five important social trends that …
The Sales-Generating Multichannel Ad Strategy You Need This Holiday Season
With the holiday season approaching, the time has come to put together the perfect multichannel ad strategy. This post will …
How to Sell Online Courses On Instagram (in 2020)
If you are creating online courses, Instagram is actually the ideal medium to sell them. Here are the ways in …
