Unilever - Truliva
The 'real stream' of China's water purification industry
Asia has the richest water resource in the world, yet more than 700 million of its population are facing drinking-water shortage. Sanjiangyuan lies in Qinghai province in China and is known as the “Asian water tower.” The Yangtze river, the Yellow River, and the Mekong River—these three major Asian rivers all have their origins here. Today, Sanjiangyuan is facing severe pollution problems, which is going to impact billions of Asians it nourishes.
Truliva is one of the biggest water purification company in China, whose brand vision is to provide healthy drinking water to every family. In recent years, Truliva is facing increasing competition from domestic and international competitors. Since there is no significant industry technology breakthrough, players in the industry all struggle with the price war. Truliva looks to reclaim its industry leadership, expertise, and brand responsibility through enhancing Sanjiangyuan’s water environment.
Ylab's goal is to help Truliva, as a leader in China’s water purification industry, shoulder the social responsibility of a head brand. Based on the emphasis on sustainable development and national health in “China 2030,” Ylab created a long-term public welfare IP platform for Truliva, "Sanjiangyuan Truliva Project," and introduced the government unit "China Environmental Protection Foundation" as a stakeholder. The project leveraged the power of the media, celebrities, public welfare organizations, KA, and other resources to jointly disseminate activities. Ylab and Truliva aim to purify and maintain the purity of Sanjiangyuan within 10 years.
The project strategy took advantage of the current public and government opinion, which held a negative attitude towards celebrity hype, gossips, and other negative news, and launched the first year’s theme as #LikeRealStream#——‘real stream’ as Sanjiangyuan, the source of China’s mother rivers.
On April 11, the day of the online event on Weibo, the China Environmental Protection Foundation first released the event video, and then invited four public welfare celebrities to send their supporting videos in stages to push the event forward, thereby enhancing the sense of participation and exposure of fans and consumers.
As of May 12, the total exposure of the event reached 360 million, the event video views reached 10+ million. So far, "Sanjiangyuan Truliva Project" has successfully become a sustainable public welfare IP platform.