Lux: Go Green, Go Lux

John Dawson, Annie Chen, Nicholas Short

LUX, a registered charity, launched a campaign in China to gain more retail partners to increase sales through distribution expansion, and use proceeds from sales to expand the grasslands and help more farmers.

Campaign details

Brand: LUX (soaps)Brand owner: UnileverEntrant company: Mindshare China - China (mainland)Idea creation: Mindshare ShanghaiMarket: Greater ChinaSector: Toiletries & cosmeticsMedia channels: Social media, Online display, Websites & microsites, Print - general, Unspecified, Public relations, Content marketing, Livestreaming, Mobile & apps

Executive summary

“Go Green Go LUX” originated in 2011, after ten years of hard work, it has planted a total of 10.3 million m2 square grasslands in Tibet. These have absorbed 6,000 tons of carbon dioxide, benefiting 15,000 local farmers (Source: Tibet Grass Land Engineering and...

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