Adding Value

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Adding Value
PANELISTJared Hendler, Worldwide Executive
Creative Director, Edelman Digital
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• Last year, Americans threw away 38 billion
  plastic water bottles about 1 billion worth of
  plastic.
• Edelman Digital, working with Brita and partner
  Nalgene, created a conversational online
  presence, FilterForGood, that explained the
  problem of bottled water waste and its impact on
  future generations in ways consumers can see,
  hear and feel.
• Consumers were motivated with a call-to-action
  to take a pledge to use a reusable water bottle
  with filtered tap water, and could track their
  progress.
• Edelman Digital drove traffic to
  filterforgood.com via a partnership with the
  popular television show The Biggest Loser and a
  profile and application on Facebook.

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Filterforgood.com received 475,081 visitors and
pledges exceeding its goal by 1,484 percent
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More than 2,000 Facebook users downloaded the
application after 3 weeks

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Nalgene sold more than 1,000 FilterForGood
bottles 34,000 percent increase in pledges
within 2 days of the episode air
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• Around 1,200 people visit filterforgood.com
  each day, and as a result of our consumers
  engagement, more than 90 million water bottles
  have been saved from landfills so far!
• FilterForGoods web presence generated an
  astounding 15,000 pledges in its first month,
  pummeling the 5,000 pledge benchmark.
• Over the first six months, 158,000 people
  visited filterforgood.com 24,350 took the
  pledge and 9,000 bought a bottle.

Edelmans energy and creativity around the
sustainability platform has energized the entire
organization and will pay great dividends in
business results, George Roeth,
General Manager, Clorox's Specialty
Division