United Nations Environmental Programme (UNEP)

United Nations Environmental Programme (UNEP) has set a goal of trying to eradicate the use of Hydroflourocarbons (HFCs) which have strong Global Warming Potential (GWP) and are generally found in refrigeration devices and air conditioning systems. The campaign was a pilot campaign in four selected countries – China, Pakistan, Fiji and Cambodia – with the aim to start disseminating the message that these HFCs are causes of global warming.

Services

Market Research
KOL
Influencer Sourcing and Management
Media Planning
Localisation and Customisation
Creative Development
Campaign Management
Campaign Reporting

Solution

By identifying key supportive media and publications, and KOL / Influencers engaged on the topic, we were able to generate awareness on the topic in each of the key markets and exceed the benchmark KPIs as set out at the project start. The main challenge was to understand the nature of each market, with the range being a diverse cultural set, and each with its own requirements from a media perspective and from a messaging point of view.

By carefully planning and selecting our media and KOL partners, we were able to collaborate with them to curate and craft content that would engage and perform as required – in both written and video formats. Understanding the local cultural sensitivities as well as understanding what works was key. We adapted the main content and approaches as required, to ensure optimum results.

IMPRESSIONS

10.1M

Reach

Target: 3M
Actual: 5.1M
KPI exceeded by 68%

Engagement

Target: 30K
Actual 83.3K
KPI exceeded by 278%

Featured in The Fiji Sun, China News, with more than 1.5M people reached through news media.

Testimonial

“LIQUID was exactly the right kind of partner we needed for this project. With a diverse range of countries and audiences to target, we needed a team who were experienced in working in new markets, and would be able to overcome any challenges that may arise. The UNEP campaign was a complete success and LIQUID significantly exceeded all the stated KPIs, we look forward to the next phase of this ongoing initiative.”