Agency: Orion Social Media Malaysia

Strategy

The objective of this campaign is to increase and enhance 7-Eleven Malaysia's presence on social media as social responsible brand through You Pledge, We Plant! Campaign and position itself as a fun, vibrant, and bold brand that continue to appeals to younger target consumers. By doing this, we also aimed to create a top of mind brand awareness amongst fans.

At the same time, we intend to do our part towards giving back to the community and with the collaboration with Malaysian Nature Society, we will plant 1 tree for every 10 pledges received through our "You Pledge, We Plant!" tab in 7-Eleven Malaysia Facebook page. The campaign was supplemented with advertisements to increase reach and virality to the campaign's targeted demographic. At the end of the campaign, we also extended the campaign for a 24-hours period whereby for each new pledge during that period, 1 tree will be planted by 7-Eleven Malaysia and Malaysian Nature Society.

Concept