Every year, Estée Lauder's La Mer promotes their Blue Heart Oceans Fund through the sale of a limited edition, premium skincare product.
The first thing we realized when evaluating their program is that the impact of their efforts was limited to one month a year, when a fractional percentage of sales of this super premium product was sold. We challenged the brand to think bigger about the impact they could be having and encouraged them to amplify their efforts by making the target of their social impact more tangible.
Our research led us to Greenwave, a nonprofit focused on the development of regenerative farming techniques for aquaculture (aka 3D ocean farming). Greenwave was already actively working with indigenous communities in the Pacific Northwest and the foundation of the ocean farms they were creating is sea kelp, the secret ingredient of La Mer’s regenerative skincare products.
This partnership between GreenWave and La Mer was the first time an Estée Lauder Company used their brand platform on Facebook to promote a nonprofit. More specifically, it was the first time a beauty brand leveraged the power of their brand and Facebook’s effective fundraising tools to unlock heightened awareness and a new stream of donor support for Greenwave, who struggles for attention and financial support in the densely competitive ocean conservation space.
Leveraging the latest tools on both Facebook and Instagram, we developed Estée Lauder’s first 'instant experience,’ allowing people to dive as deep as they like into the story of regenerative ocean farming and support either by sharing the story or donating directly to the cause. In addition to these immersive experiences found throughout Meta’s platforms, we went LIVE from the boats of farmers as they tended their budding ocean farms and discussed the promise and challenges with GreenWave's leaders.
It was important to us and to La Mer to highlight the stories of these indigenous fishing communities finding new purpose and profit, while doing their part to save the planet.
we developed this instagram 'instant experience' to allow people to dive as deep as they like into the program and the story of regenerative ocean farming.
COLLABORATORS
Greenwave, Blue Heart Oceans Fund, Facebook Creative Shop
