ecostore: Little Treasures
Matt O'Sullivan and Sophie Joiner
O P E N
Brand owner: Ecostore
Agency: O P E N
Country: New Zealand
Industry: Baby care
Media budget (USD): Up to $500k
Channels used: Direct marketing, Email marketing, Internet - microsites, widgets, Magazines - consumer, Public relations, Social media
ecostore is a New Zealand company that produces environmentally-friendly household products for a small but loyal following.
For 18 years it held a niche position in a number of categories, but it wasn't until Earthwise, a rival 'green brand', launched that ecostore faced real competition.
This meant ecostore had to grow its profile by focusing on its core brand promise: its products were made with no harmful chemicals, good for the environment and consumers. This case study describes the brand's efforts to get mainstream consumers talking about the harmful chemicals in everyday products.