“KEEP CAPS FROM KIDS”: ”Project Description”

LIQ
“KEEP CAPS FROM KIDS”:
A DETERGENT INDUSTRY CAMPAIGN TO PROMOTE THE SAFE USE OF LIQUID LAUNDRY
DETERGENT CAPSULES ACROSS EUROPE
”Project Description”
FINALE
DETERGENT CAPSULES
1. INTRODUCTION TO THE CAMPAIGN AND BACKGROUND
The “KEEP CAPS FROM KIDS” campaign for Liquid Laundry Detergent Capsules1 is a new voluntary initiative
of A.I.S.E., the International Association for Soaps, Detergents and Maintenance Products. This campaign
builds on a series of voluntary initiatives already undertaken by A.I.S.E. in the domain of safety and
sustainability.
A.I.S.E. and its member companies involved in the liquid laundry detergent capsules market in Europe regard
the safety of consumers as a top priority. This consumer education campaign aims at securing the safe use
and storage of liquid laundry detergent capsules by parents and children carers, to ultimately significantly
reduce the incidence of accidental exposure, in particular of small children, to these products.
Whilst this campaign is being launched by A.I.S.E. mid-2014, it is important to note though that the campaign
follows the implementation of another related voluntary project within A.I.S.E.: THE A.I.S.E. PRODUCT
STEWARDSHIP PROGRAMME FOR LIQUID LAUNDRY DETERGENT CAPSULES (PSP). This one was released in
December 2012 and contains a number of requirements concerning the packaging of those products
(opaqueness and closure), the mandatory use of on-pack information as well as of an industry safety
disclaimer to be used on all brands communication, and finally, the collaboration with Poison Control
Centers in Europe to collect quantitative and qualitative data on this category (see link below2 for the full
details). It is strongly expected that companies committing to the “Keep Caps from Kids” Campaign are
either committed already to the above PSP or at least, adhere and implement its safety principles,
concerning packaging, closure and on-pack information.
Important Notice: The following document provides an overview of what A.I.S.E. intends to implement for
the “Keep Caps From Kids” campaign, and is opened on 1st July 2014. The full execution of the plan is
subject to sufficient partners officially committing by the timing provided herewith to the different
campaign principles.
BACKGROUND
Liquid laundry detergent capsules are relatively new product forms that have been progressively introduced
in Europe. They are practical, convenient, sustainable and safe when stored and used as instructed. They
need to be handled safely and, as any other household cleaning product, kept away from children. The
1
By « liquid laundry detergent capsules » it shall be understood any liquid laundry detergent contained in a water
soluble wrapper. This includes auxiliary laundry washing products.
2
http://www.aise.eu/our-activities/product-stewardship-programmes/aise-product-stewardship-programme-forliquid-laundry-detergent-capsules.aspx
1
A.I.S.E. membership has however been made aware by Poison Control Centers (PCCs) that in some countries
incidents of accidental exposure involving small children have been observed, mainly of ingestion but also
eye injury. The issue is fundamentally one of unintended use and, in newer markets, lack of familiarity.
Against this background, and with the support of the industry, A.I.S.E. has developed the voluntary Liquid
Laundry Detergent Capsules Product Stewardship Programme summarized above, and the subsequent “KEEP
CAPS FROM KIDS” campaign outlined below.
2. PRODUCT & GEOGRAPHICAL SCOPE - CAMPAIGN CONCEPT, MATERIAL & PRINCIPLES
2.1. Product scope
The campaign aims at covering the safe use of « liquid laundry detergent capsules ». By this, it shall be
understood any liquid laundry detergent contained in a water soluble wrapper. This includes auxiliary
laundry washing products.
2.2. Geographical scope
The KEEPCAPS FROM KIDS CAMPAIGN is planned for the whole EU 28 + 4 territory namely :
EU 28 : Austria, Belgium, Bulgaria, Czech Republic, Croatia, Cyprus, Denmark, Estonia, Finland, France,
Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania Luxembourg, Malta, Netherlands, Poland,
Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, United Kingdom
+ 4: Iceland, Liechtenstein, Norway, Switzerland
It will be run in the following local languages : English, Bulgarian, Croatian, Czech, Danish, Dutch, Estonian,
Finnish, French, German, Greek, Hungarian, Icelandic, Italian, Latvian, Lithuanian, Norwegian, Polish,
Portuguese, Romanian, Russian, Slovak, Slovenian, Spanish, Swedish
2.3. The campaign concept
A.I.S.E., through its membership, undertakes to run a consumer education campaign to promote the safe use
of liquid laundry detergent gel capsules in Europe. This campaign will be deployed in a specific time window
and be based on a communications toolkit centrally designed by A.I.S.E. The campaign tag line is “KEEP CAPS
FROM KIDS”.
The concept of the campaign is that it will be led by A.I.S.E. and its National Associations membership (See
list in Annex I), jointly with laundry detergent companies involved in the product scope, based on the “KEEP
CAPS FROMKIDS” communications toolkit. The toolkit will also be made available to other potential partners
of related industries (e.g. retailers) as well as other relevant stakeholders (e.g. consumer NGOs, Ministries of
Health, Poison Control Centers, Pediatricians Associations) but also to consumers who can help spread the
messages of the campaign.
The Campaign will have as core feature the www.keepcapsfromkids.eu web portal. Upon commitment to the
project, participants will have access to the Toolkit through a password protected area.
The campaign is opened to different partners (as outlined in section 3). This includes, if all the other
applicable conditions are met:
- members and non-members of A.I.S.E.;
- members and non-members of the National Associations of the countries within the geographical scope;
2
2.4. The campaign material
The website www.keepcapsfromkids.eu will be at the heart of the digital campaign KEEP CAPS FROM KIDS.
A.I.S.E. will provide as part of the main campaign assets:
1) WEBSITE :
- A multi-lingual consumer website, available in all the campaign languages (see 2.3)
- An extranet for partners (in English only), where all the campaign material will be available for
download by campaign partners
2) VIDEO:
- A 15 seconds video, available in all the campaign languages (see 2.3)
- A longer version of the video (e.g. 40 seconds), available in all the campaign languages
- A 2 second ‘thank you video”, available in the campaign languages
=> All free of rights for use in Europe (on internet and/or on TV) during the Campaign period (August
2014 - August 2015).
3) WEB BANNERS:
The following formats will be produced and available in the campaign languages as listed in 2.3:
Display ads : Leaderboard: 728x90 px - Half-page ad: 300x600 px - Wide Skyscraper. 160x600 px Skyscraper: 120 x 600 px - Medium Rectangle: 300x250 px
Mobile : Mobile banner: 300x50 px and 320x50 px
Facebook : 600x315 - Headline: 25-character - Body Copy: 90-character
Search: Headline: 25 character - Line 1: max. 35 character - Line 2: max. 35 characters - Visible green URL:
max. 35
2.5.Campaign principles
The Pan-European KEEP CAPS FROM KIDS intends to be run as follows based on the following 3 activities:
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The KEEP CAPS FROM KIDS campaign is a pan-European digital campaign. It is meant to be disruptive and
incentivize people to share the key campaign assets (video, website, web banners) as much as possible.
1 ) The KCFK BASIC PACKAGE :
This one will consist in making available the multi-lingual website and video, as well as web banners,
from mid-2014. This will be developed in all EU 28 + 4 languages. This work, developed with the
support of the communications agency DDB, is aimed at providing consumers in Europe with basic
tips for the safe use of liquid laundry detergent gel capsules. It targets consumers, and more
precisely parents and children carers. It is engaging and will call upon them to help spread the
message so at to maximize the reach of the campaign.
2) The KCFK AMPLIFICATION:
This activity aims at requiring that any partner to the campaign should help deploy the KCFK material
so as to reach a maximum of consumers.
For liquid laundry detergent capsules companies, particularly those signing up as “Campaign
Partners/ Sponsors”, it will oblige them to place the KCFK material (video and/or web banner) on all
the brands websites, Facebook sites and other digital communication opportunities where they are
present in the EU 28/4 territory, for the whole Activation period of the Campaign. For details on
how to use the campaign material on brands website, please refer to Annex II.
For other Campaign Partners, they will be invited to also make optimal use of the KCFK material by
placing the material as much as possible on their digital channels.
The above partners will be provided with all the campaign material from the campaign extranet.
For others (e.g. Consumers, Pediatricians etc), those will be invited to forward the message via the
sharing facilities organized on the site, via email etc.
The KCFK material is provided in a specific format by A.I.S.E. and should be used with no changes
at all to this material. It is critical that there is no “appropriation” by brands of this campaign and
that its industry and pan-European nature is always respected.
4
Note:
Any additional activity fitting the spirit of the campaign is welcome. Campaign partners/Sponsors
may also use the KCFK material for use on TV in Europe. This will be organized at own discretion,
based on material centrally available from A.I.S.E. and agreed with regard to possible use by brands
based on central industry guidelines. The material for use on TV may be made voluntarily by
Campaign Partners/Sponsors but at their own cost. These additional activities are not part of the core
project described herewith. Any use beyond what is foreseen in the scope of this pan-_European
project will need to pre-clearance from A.I.S.E. before airing/use. The same rules apply for use outside
the project ‘s geographical scope, especially as buy-outs have been negotiated by A.I.S.E. for the EU
28+4 territory only.
3) The KCFK MEDIA PACKAGE :
The key part of the KCFK campaign is to run a pan-European Campaign. This one has been developed
together with the communications agency DDB and their media partner. It will be rolled out from
September 2014 and will be based on :
- Web bannering (display and Facebook)and video pre-rolls
- Search Engine Marketing
The campaign will be centrally led by agency DDB on behalf of A.I.S.E., during the period (see details
in Annex III). The buying of the media for the Core Campaign will be organised directly by DDB on
behalf of A.I.S.E..
3. THE PARTICIPANTS- CRITERIA OF PARTICIPATION - COMMITMENT
The KEEP CAPS FROM KIDS CAMPAIGN is open to the following partners:
i. Campaign Partners/Sponsors (KCFK Basic Package/KCFK Media Package)
This category is open to companies manufacturing and/or placing on the market household liquid laundry
detergents capsules (see definition under 2.1.) (either branded or private label products) within the defined
geographical scope.
ii. Campaign Partners/Retailers
This category is open to retailers selling household liquid laundry detergents capsules (either branded or
private label products) within the defined geographical scope.
iii. Campaign Partners/Suppliers
This category is open to ‘Business to Business’ companies not falling in the “Campaign Partners/Sponsors”
category but which may be related to this sector (e.g. suppliers), and see an opportunity in helping the
successful roll out of the campaign. This category is not open to companies active in the detergent and
maintenance products industry.
iv. Campaign Partners/Institutional Organisations
This category is open to organisations such as Non-Governmental Organisations, Academia or National
Authorities (e.g. consumer NGOs, Ministries of Health, Poison Control Centres, Pediatricians Associations),
with a link or an interest in driving further the safe use of liquid laundry detergent capsules in Europe.
Campaign Partners/Institutional Organisations will support the campaign and agree to have their logos
featured in the project’s website.
Each Participant adhering to the project will commit to take concrete specific steps towards achieving the
objectives of the project. The Commitment from the above partners is outlined below :
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Finance the initiative
(See details in Section 5)
Make optimal use of the
toolkit during the
activation period
Allow A.I.S.E. and/or its
National Associations to
use their institution
name/logo in the main
campaign website
Reporting
Campaign Partners/Sponsors
KCFK Basic
KCFK Basic
Package
Package +
KCFK Media
Package
YES
YES
Other Campaign Partners
Retailers
Suppliers
Institutional
Organisations
NO
YES
NO
YES
YES
YES
YES
YES
YES
(with logo)
Nomination on
website:
“Sponsor”
YES
(with logo)
Nomination
on website:
“Main
sponsor”
YES
YES
(with name
or logo)
YES
(with name
or logo)
YES
(with name or
logo)
YES
YES
YES
YES
4. TIMING
Opening:
The initiative will be “opened” officially by A.I.S.E. on 1 July 2014.
-
-
-
1 July 2014 – 20 July 2014: Period during which Campaign Partners/Sponsors and Campaign
Partners/Suppliers can commit to the project by signing the corresponding “Commitment
Letter” with A.I.S.E.
1 July 2014 - 30 April 2015: Period during which Campaign Partners/Retailers and
Campaign Partners/Institutional Organisations can commit to the project by signing the
corresponding “Commitment Letter” with A.I.S.E.
22 July – 25 July 2014: Confirmation of the communication campaign (subject to
commitment by campaign Sponsors) and confirmation by A.I.S.E. to each Campaign
Partners/ Sponsors and Campaign Partners/Suppliers of their respective budget/media
commitment
Note: should any company/organization be still interested to join in one of the categories after the above
dates, then, they are invited to contact the A.I.S.E. secretariat who will consider their request on an ad-hoc
basis.
Activation:
The Toolkit can be publicly used during the Activation period by the project’s participantsin the framework
of implementation of the campaign.
The Activation period will last at least from 1 August 2014 until 30 July 2015.
-
-
August 2014: Opening by A.I.S.E. of the www.keepcapsfromkids.eu business to consumers
web portal
1 August 2014 – 30 July 2015: Activation of campaign and use by all partners of the
campaign assets on the brand websites, and other relevant digital communication (e.g.
Facebook brands sites, partners sites, etc…) (cf. “KCFK AMPLIFICATION”)
1 September 2014 onwards: “KCFK Media Campaign” led by DDB starts, provided all
Campaign Partners/Sponsors’ Invoicing or at least Purchase Order has been issued by then
to A.I.S.E. and DDB.
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Note: A.I.S.E. reserves the right to stop the campaign at any time, should it be felt appropriate to do so.
Reporting /Evaluation:
Sept 14 onwards: Ongoing analysis of the communication agency partner of A.I.S.E. (DDB)
February – April 2015 (latest): Reporting by participants on their use of the Toolkit
March 2015 - April 2015: Evaluation of campaign success (quantitative and qualitative) by A.I.S.E and
partners and assessment for possible campaign next steps
Mid 2015: Close out report to be drafted and communicated by A.I.S.E. based on input from Campaign
Partners/ Sponsors and other Campaign Partners.
5. FINANCING THE INITIATIVE
A.I.S.E. has established a dedicated budget to support the central expenses related to this project. This
budget will cover all the expenses covering the development of the strategy, the core media plan,
development of the communication materials of the Toolkit, and the project management. In addition, a
media plan has been organized with the communications agency contracted by A.I.S.E. DDB in order to
implement the local media plan.
The financing of the initiative comprises two parts:
1- Contribution to central development costs: 430 000 € => INVOICED BY A.I.S.E. TO PARTICIPATING
COMPANIES
2- Contribution to media costs: 3 000 000 € => INVOICED BY DDB TO PARTICIPATING COMPANIES
(based on figures communicated by A.I.S.E. to DDB)
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The KCFK BASIC PACKAGE and the KCFK MEDIA PACKAGE will be financed essentially by:
-
A) Campaign Partners/Sponsors : on the basis of their estimated “European Value Market
Share” (“EVMS”) of the household liquid laundry detergents capsules market during year
2013 for the EU 28 territory.
Reference data for the calculation of financial participation have been obtained for 2013 from
independent source (basis Euromonitor figures rounded by A.I.S.E.). The fair share of each Campaign
Partners/ Sponsors will be communicated in full confidentiality by A.I.S.E. no later than 21 July 2014,
together with its corresponding budget.
Campaign Partners/Sponsors with a “EVMS” in 2013 below 5.0% will contribute to the campaign
costs with a minimum flat fee as outlined below.
For all Campaign Partners/Sponsors, the amounts due will need to be paid to A.I.S.E. by 1
September 2014 at the latest.
For their financial participation, Campaign Partners/Sponsors will have the choice to either
participate their fair share (as communicated above from A.I.S.E.):
1) to the KCFK BASIC
PACKAGE only
2) to the KCFK BASIC
PACKAGE and the KCFK
MEDIA PACKAGE
Company has a EVMS > 5%
EVMS share applies for the full
campaign territory.
EVMS share applies for the full
campaign territory.
Company has a EVMS < 5%
Flat fee of minimum 12,300
euros for the full campaign
territory applies.
Optional: if company wishes to
contributes, minimum
contribution is 20 000 euros.
Campaign Partners/Sponsors who may wish to participate e.g. to the KCFK BASIC PACKAGE, but who
are keen to contribute to the KFCK MEDIA PACKAGE may also be able to do so (with a minimum of
20 000 euros- amount of their choice).They should do so via the corresponding commitment letter.
The Campaign will be secured based on a minimum of 3 companies having confirmed their
participation , covering together minimum 60% of the EVMS, for the KCFK BASIC PACKAGE. For the
KCFK MEDIA PACKAGE, investment will be done pro rata companies’ commitment received.
- B) CAMPAIGN PARTNERS/SUPPLIERS:
Campaign Partners/Suppliers are also invited to help sponsor the initiative by indicating to A.I.S.E.
the amount of their choice that they are keen to contribute, to help the successful development and
implementation of the project. The minimum contribution expected to this pan-European is 5000
euros, with no maximum. This commitment (to be communicated confidentially to A.I.S.E. no later
than 20 July) will be used optimally by A.I.S.E. in the context of the project, for either the KCFK BASIC
PACKAGE and/or the KCFK MEDIA PACKAGE.
NOTA BENE:
1) The Core Campaign led by DDB is due to start on 1 September 2014. This will be secured only if all
Campaign Partners/Sponsors and Campaign Partners/Suppliers Invoicing or at least Purchase Order
has been secured/issued by then to A.I.S.E. and DDB prior to 20 August 2014.
2) Categories of participants other than Campaign Partners/Sponsors or Campaign Partners/Suppliers
are not requested to participate to the financing of the initiative. This applies to Campaign
Partners/Retailers and to Campaign Partners/Institutional Organisations.
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6. CAMPAIGN EVALUATION
In the course of the campaign, A.I.S.E. together with its partners will assess the potential future to give to
this campaign.
This decision will be assessed based on the progress of the campaign but also based on feedback received
from partners and stakeholders, and evolution of data linked to the incidents of accidental exposure
involving small children. It will also be subject to the conclusion from the close out report that A.I.S.E will
produce based on Campaign Partners/Sponsors and other Campaign Partners input.
---------------------------------
ANNEXES
1) Annex I: List and role of A.I.S.E. and its National Associations members
2) Annex II : Amplification of Campaign via Brands website – Guidelines
3) Annex III: Summary overview of the Campaign media strategy
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Annex I: List and role of A.I.S.E. and its National Associations members
Organisation
Role in the keep Caps from kids Campaign
A.I.S.E.
15 A Avenue Herrmann Debroux
B- 1160 BRUSSELS
Tel : 32 2 679 62 69
Email: [email protected]
Contact persons
Susanne Zänker, Director General
Valérie Séjourné, Director Communications
& Sustainability
Caroline Morgan, Communications Officer
-
A.I.S.E.’s National Associations
In the respective campaign countries
(see list herewith)
-
-
-
-
-
Project coordination
Toolkit and website development and
delivery (with agency)
Media Campaign strategy
Overall campaign management with main
communications agency
Stakeholder engagement
Campaign evaluation
Support for translation on main campaign
assets (July 2014)
Promotion to potential Campaign Partners,
especially Retailers and Institutional
Organisations (July 2014-March 2015)
Contact point for “Keep Caps from Kids” on
main campaign website for interested
stakeholders in their country (August 2014 –
July 2015)
Campaign evaluation
10
Annex I (continued)
List of A.I.S.E. Ordinary National Association Members
with presence on the market of household liquid laundry detergent capsules
June 2014
Country
Austria
Belgium/Lux
Croatia
Cyprus
Czech Rep
Denmark
Estonia
Finland
France
Germany
Greece
Hungary
Ireland
Italy
Latvia
The
Netherlands
Norway
Poland
Portugal
National Association
Fachband der Chemischen Industrie
Österreichs F.C.I.O.
Association Belgo-Luxembourgeoise des
Producteurs et des Distributeurs de
Savons, Cosmétiques, Détergents,
Produits d’Entretien, d’Hygiène et de
Toilette, Colles, Produits et Matériels
Connexes DETIC/ESSENCIA
Society of Traders and Producers of
Cleaning Products, Washing Products and
Cosmetics at the Croatian Chamber of
Commerce STPC-VPC
Cyprus Aerosol, Detergents & Cosmetics
Manufacturers Association CADCMA
Committee for Detergents with the Czech
Association for Branded Products CSZV
Brancheforening for Saebe, Parfemeog
Teknisk/kemiske Artikler SPT
Federation of Estonian Chemical
Industries EKTL
Teknokemian Yhdistys r.y TY
Contact
Mr Christian
Gründling
Ms Françoise van
Tiggelen
Tel
43 590 900 33 48
Email
[email protected].
at
[email protected]
Website
www.fcio.at
Ms Dubravka
Marijanovic
385 31 513 530
dubravka.marijanovic
@saponia.hr
www.saponia.hr
Mr Andreas
Andreou
Mr Karel Strasak
357 22 889 737
[email protected]
420 222 316 606
[email protected]
www.cszv.cz
Ms Hanna Loyche
45 4520 2010
[email protected]
www.spt.dk
Mr Hallar Meybaum
372 6139775
[email protected]
www.keemia.ee
Ms Sari Karjomaa
358 9 1728 4335
Ms Valérie Lucas
33 1 40 98 19 19
sari.karjomaa@teknok
emia.fi
[email protected]
www.teknokemia.f
i
www.afise.fr
Association Française des Industries de la
Détergence, de l’Entretien et des
Produits d’Hygiène Industrielle AFISE
Industrieverband Hygiene und
Oberfläschenschutz für industrielle und
institutionelle Anwendung e.V IHO
Industrieverband Körperpflege und
Waschmittel e.V. IKW
Association of the Greek Industry of
Detergents and Soaps SEVAS
Hungarian Cosmetic and Home Care
Association KOZMOS
Irish Cosmetics & Detergents Association
I.C.D.A.
Associazione Nazionale Detergenti e
Specialità per l’Industria e per la Casa
ASSOCASA
The Association of Latvian Chemical and
Pharmaceutical Industry LAKIFA
Nederlandse Vereniging van
Zeepfabrikanten NVZ
Vaskemiddelleverandorenes Forening
V.L.F.
Polish Associations of Cosmetics and
Home Care Products Producers SPKiChG
Associaçao dos Industriais de Saboes
Detergentes e Produtos de Conservaçao
Mr Heiko Faubel
49 69 2556 1245
[email protected]
www.iho.de
Mr Andreas Lange
49 69 2556 1321
[email protected]
www.ikw.org
Mr Theo
Michaelides
Mr Istvan Muranyi
30 210 777 27 80
[email protected]
36 1 398 0823
www.kozmos.hu
Ms Siobhan Dean
353 1 606 16 71
muranyi.istvan@kozm
os.hu
[email protected]
Mr Guiseppe Abello
39 02 34 56 52 35
g.abello@federchimic
a.it
assocasa.federchi
mica.it
Ms Raina Dureja
371 6729 86 83
[email protected]
www.lakifa.lv
Dr Hans Razenberg
31 30 692 18 80
[email protected]
www.nvz.nl
Ms Finn Rasmussen
47 22 99 22 70
[email protected]
www.vlf.no
Ms Anna Oborska
48 22 625 57 81
www.czystepiekno.
pl
Ms Ana-Maria
Couras
351 21 799 15 50
anna.oborska@czyste
piekno.pl
[email protected]
32 2 238 97 65
www.detic.be
www.icda.ie
11
Romania
Slovakia
Spain
Sweden
Switzerland
United
Kingdom
e Limpeza A.I.S.D.P.C.L.
Romanian Union of Cosmetics and
Detergent Manufacturers RUCODEM
Slovenské zdruzenie pre znackové
vyrobky SZZV
Asociacion de Empresas de Detergentes y
de Productos de Limpieza,
Mantenimiento y Afines ADELMA
Branschföreningen för Industriell och
Institutionell Hygien I.I.H.
Kemisk-Tekniska Leverantörförbundet
K.T.F.
Schweizerischer Kosmetik und
Waschmittelverband SKW
UK Cleaning Products Industry
Association U.K.C.P.I.
Ms Mihaela Rabu
40 21 210 88 85
mihaela.rabu@rucode
m.ro
[email protected]
www.rucodem.ro
Mr Lubomir
Tuchscher
Ms Pilar Espina
421 2 5273 1113
34 91 733 05 66
direcciongeneral@ade
lma.es
www.adelma.es
Ms Ulrika Flodberg
46 8 783 82 42
[email protected]
www.iih.se
Mr Olof Holmer
46 8 783 82 43
[email protected]
www.ktf.se
Mr Bernard Cloëtta
41 43 344 45 80
www.skw-cds.ch
Mr Philip Malpass
44 1829 77 00 55
[email protected]
philip.malpass@ukcpi.
org
www.szzv.sk
www.ukcpi.org
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Annex II: Amplification of Campaign via Brands website – Guidelines
Campaign Partners/Sponsors will need to display to KEEP CAPS FROM KIDS material from the moment they
commit and until the end of the activation period as follows:
-
-
MANDATORY: Use of the 15 second (or 40 second) video on all the brands websites of liquid
laundry detergent capsules sold in the campaign territory, in the relevant langue where the
product is sold, with weblink to www.keepcapsfromkids.eu
OPTIONAL/ STRONGLY RECOMMENDED: Use of the campaign web banners of brands
websites and corporate websites
STRONGLY RECOMMENDED: Use of the video and/or web banners of the brands of liquid
laundry detergent capsules on brands’ social media channels (e.g. Facebook, etc), at the
frequency/discretion of the company/brand. However it is strongly recommended that
companies amplify the campaign wherever/whenever possible.
Report of amplification activities done will be sough at the end of the project.
For other Campaign Partners (e.g. retailers, etc), those are also encouraged to display the campaign material
as much as possible on their website, site of e-commerce related to liquid laundry detergent capsules.
NOTE : the material provided from the central KEEP CAPS FROM KIDS should be used as such ant not
changed/customized, for its use in the context of this campaign.
In case of any question, please contact the A.I.S.E. Secretariat.
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Annex III: Summary overview of the Campaign media strategy
General Set up:
-
Roll-out in 28 + 4 countries
Combination of video, Display and SEM (Search Engine Marketing)
Centrally managed (DDB Tribal for A.I.S.E))
Continuously optimized during the campaign
Strong audience targeting
Channels:
Audience:
Declared parents ; parents of toddlers, young children ; children agend0-5 in household; child carers
Optimization:
- Learnings used for campaign optimization to achieve an efficiency uplift.
- Reporting: Cross channels deduplicated reach ; view through rates, ; ad impressions, clicks,
unique users ; viewability rates ; advanced analysis
Search:
-
SEM in 2 phases for maximal effect
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