KAO HK promotes ESG importance and sustainability with new campaign

Personal care product manufacturer KAO Hong Kong has unveiled a new ESG campaign to show its commitment to improving people’s lives and contributing to social sustainability. 

This comes as climate change is one of the greatest challenges facing the world today, which poses a significant threat to human wellbeing and the health of the planet. With the tagline “Kao for you, for the world!” (花王守護您，同時守護地球), the campaign aims to raise consumer awareness of ESG importance and recycling, as well as to reinforce ESG corporate image to bring a sustainable future for society.

Running from 1 August to 12 September, the campaign is done in collaboration with creative agency Bones Communication and media agency dentsu X. A spokesperson from KAO Hong Kong told MARKETING-INTERACTIVE that the campaign targets general mass in Hong Kong who aged 18 to 44 and are green living enthusiasts.

The campaign features a 30-second online video, highlighting KAO’s products such as the Microplastic-free Biore rinse-off products and the Magicclean refillable bottle made with 30% recycled plastic materials. The video also emphasises how consumers’ small actions can contribute to creating a more sustainable world.

The video is running on YouTube, the Viu TV app, and Facebook with the support of the shop front special point of purchase design. 

The campaign is also promoted through social media posts and online banner ads on eCommerce platforms including HKTVmall and PARKnSHOP (PNS). For offline promotion, the spokesperson said the campaign has shopfront with off-shelf display in PARKnSHOP (PNS) retail locations.

To further encourage and educate consumers about recycling consumer product bottles, KAO has launched various activation events such as the Kao education truck in June and ongoing bottle recycle reward programme in partnership with PARKnSHOP.

Virginia Tai, vice president, marketing of Kao (Hong Kong), said: "It is our mission to bring “Kirei – Making Life Beautiful” to consumers at the same time to protect the mother Earth. Through the recent Kao ESG campaign, we are dedicated to bringing about a sustainable future for society and inspiring everyone to embrace a more sustainable lifestyle.”

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