Facebook idea

1. Klean Kanteen

3. Own a green cause:
A World Free of Plastic Bottles

4. And the benefit?
Americans consume annually
8.6 billion gallons of bottled water.
Decrease spending bottled water.
Increase spending water bottles.

5. And how to capture the lion share of the market?
Pass the Greenwashing Test
Failed Passed

6. Strategy: Leverage Fan Power
Sincerity

7. Homepage Advertising
Goal
Bring awareness to wasteful/harmful government spending
Approach
Combine serious news-headline with campaign style ad
Analysis
Strength: Harness fan’s hot button issues (economy, budget,
waste, environment)
Weaken: Too self rightous
Opportunity: Flexibility to expand into schools, NGOs, and
corporations
Threat: Donation/volunteer fatigue

8. Homepage Advertising

9. Branded Page
Goal
Establish a go-to place to stop buying bottled water
Approach
Provide support with information, tools, and programs
Analysis
Strength: Show goals & progress
Weaken: Too weak of a link back to Klean Kanteen brand
Opportunity: Partnerships with other NGOs
Threat: Backlash from bottled water industy

10. Homepage Advertising

11. Homepage Advertising

12. Newsfeed Concept 1: Event Based
Concept 1.1 Limited edition back to school
Announce an award for free Klean Kanteen product with engraved name of schools and their
clubs that have banned bottled water and then have limited edition available for online sale.
Concept 1.2 Weekly contest find budget cut
Promote weekly contest for a free specially designed Klean Kanteen to fans who could
provided information on government entities that have budget cuts and still spend money on
bottled water (crowdsourcing for No Botteled Water Zone’s next ads and campaign).
Concept 1.3 Coupon to honor cities that ban bottled water
Announce 10% off coupon on Klean Kanteen’s online purchase for the first week after a city
that bans bottled water. Only for the Facebook fans of that specific city.

13. Newsfeed Concept 2: Polling Fans
Concept 2.1 Ask how to spend donation
Poll Facebook fans on how to spend Klean Kanteen’s current donation program: A) Keep
donating to the same cause B) Divert donation to No Bottled Water Zone to print
professionally free stickers, postcards, and other support materials C) Others (input ideas)
Concept 2.2 Choose additional tools for No Bottled Water Zone
Poll Facebook fans to choose additional tools: A) Widget map that shows all cities that have
banned bottle water B) Apple app that shows location of water fountain C) Others (input
ideas)

14. Homepage Advertising Concept 1: Event Based
• Limited edition back to school
• Weekly contest find budget cut
• Coupon to honor cities that
ban bottled water
Concept 2: Polling Fans
• Ask how to spend donation
• Choose additional tools for
No Bottled Water Zone

15. Key Areas of Research/Investigation
Klean Kanteen’s and competitors’
Facebook audit
Klean Kanteen’s mission statement
audit & realignment
Klean Kanteen’s competitors audit
Klean Kanteen’s graphic/visual
brand audit

16. Reason behind strategy: Gain Trust, Become Leader
Become leader and authority of company’s core value first, and then gain both quality and
quantity of fans on Facebook
Klean Kanteen updates posted on Facebook:
27% Environmental issues 66% updates relate to
26% Tips (healthy living & environment) environment with
21% Company announcements great fans comments
13% Call to action (environmental)
7% General
Alignment of fans’ values and core values from mission statement:
Honest Quality Caring