TENA Black Friday do Bem 2022
You bought, you donated, you planted!
Challenge
As part of the commitment to sustainability by TENA, the world leader in urinary incontinence products, our challenge was to add a significant environmental impact action to the brand's annual initiative, Black Friday for Good.
Until 2022, for every purchase made on Black Friday through e-commerce, in addition to discounts, consumers had part of the amount paid converted into product donations to elderly people in long-term care facilities.
But the brand wanted to go beyond social impact, connecting consumers with its environmental commitment, expressed through the TENA Protects seal on packaging, which reflects the brand's effort to reduce the amount of plastic in packaging, as well as to generate savings throughout the production chain.
Strategy
In addition to continuing donating products to long-term care facilities for the elderly, we created a dynamic connection with consumers, so that for every order placed on Black Friday for Good, TENA promoted the reforestation of degraded areas in the São Francisco River basin, Serra da Canastra Circuit (State of Minas Gerais), organized by Projeto Plantar.
Results
Sales and users on the TENA website
(2022 compared to 2021)
+ 92,54%
+ 56,95%
+ 22,68%
+ 55,66%
+ 18,71%
Social and environmental impact
More than 2,400 boxes, containing 200,000 units of products
More than 1,000 trees planted
Press
7 insertions
254.890
146.958
