Planting Memories
Client: Canon
Date: Fall 2020
Collaborators: Ayush Kumar
A Canon USA Employee Initiative
A Leader in Sustainability
Canon's employee CSR initiatives have long included activities around sustainability efforts.
Following a challenging year of isolation and work from home arrangements, Canon employees might be feeling more distanced from the company than ever before.
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#DayOffChallenge - We announce a challenge via internal email to our teams to join Canon in making an environmental difference together for a service day off.
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All employees will receive a package with a personal note in the mail.
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A call to action to participate in sharing their planting story through photography in a creative and explorative way, creating a sense of community even while working remote.
Employees post to internal and external social platforms showcasing their day off activities for Earth Day. They should include #DayOffChallenge for maximum visibility
Stakeholders - Employee Influencers, ERG Leaders, Photography Enthusiasts
MEASURES OF SUCCESS
Campaign Engagement
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Number of shareable content received
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Number of unboxing videos and posts to social media
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Pulse Survey to gain campaign feedback
Extended Engagement
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Employee posts on personal social networks with #DayOffChallenge and #CanonDayOff Memes
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Sentiment by employees via social listening and internal forums.
Environmental Impact
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Number of trees planted by Canon employees
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Amount of CO2 projected to be eliminated from #CanonEarthDay2021
Earned Media
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Digital, TV and Radio coverage surrounding initiative