BRITA: Dear Joanna Campaign (IRIS)

  • Natalie Grover

Following on from the success of Joanna Lumley & BRITA’s social films, the Dear Joanna campaign put Joanna back in the advisory role and lets people confess their Single-Use Plastic Sins (SUPS). To bring the campaign to life, a host of assets were created, including a hugely impactful collection of photographs shot by Mary McCartney, a mini comedy series to dramatise the issue in a way that encourages positive action, and The Greening Good Guide. In addition, to ensure the campaign reached a broad target audience, we collaborated with influencers to document their experiences of making sustainable changes at home. A partnership with Good Housekeeping invited consumers to share their questions with Joanna as part of a live Q&A to help them to ‘Green Good’ at home. In the early launch, the campaign was recognised and announced as Campaigns ad of the day: The Joanna video series generated over 5% to 8% engagement across social channels.

During the pandemic, the public craved light-hearted entertainment; therefore, the social campaign used humour to invoke real feelings about ‘Green Guilt.’

Campaign aims
• Be inspiring, positive and optimistic to build and retain a community of BRITA advocates
• Subtly remind people that using BRITA products makes you feel good.
• Drive reappraisal of BRITA and increase the relevancy of the brand
• Strengthen brand salience by building an emotional connection with consumers
• Demonstrate the value difference that BRITA brings
• Get bottled water users to re-appraise BRITA and remain loyal to the brand by portraying it as the smartest choice

Campaign roll-out

  1. A light-hearted social media series of humorous video sketches.
  2. A photoshoot with celebrity photographer Mary McCartney on a land sight to evoke the powerful reality of waste.
  3. Greening Good Guide - a Joanna & Keep Britain Tidy guide highlighting BRITA as a solution to green guilt. Available on the BRITA website, with illustrated visuals, it provided a clear CTA for consumers encouraging them to participate with the campaign message.
  4. A partnership with Good Housekeeping inviting consumers to share their questions with Joanna as part of a live Q&A to help them to ‘Green Good’ at home.
  5. Influencer campaign - to ensure the campaign reach goes further and puts the ‘10 tips to greening good’ guide into practice in the real world. Influencers shared their green guilt with a commitment to improving their eco habits.
  6. Paid Facebook campaign to drive awarness & reach
My role included social and content strategy direction in collaboration with PR and our Creative Director. For the Mary McCartney shoot, I crafted the more extensive on-shoot social capturing recommendations for BTS content. Additionally, I led social copywriting and the creative direction/development briefing of the IRIS studio for Greening Good Guide.

Alongside the campaign, I created the direction and strategy for the BRITA social channels with complimentary always-on activity covering a range of content pillars for 2021.