The social media landscape gives rise to new ways of individual harassment. The prevalence and anonymity of digital forums makes it harder to escape online bullying, as it continues outside of school and work. In November 2021 VASS and ACO executed the important campaign Wash the Web with the main purpose to take a stand against online harassment through selected social media profiles.
VASS created the influencer campaign together with ACO when the brand updated their body cleansing assortment, which served as a great entry point to ‘Wash the Web’ and taking a stand against online harassment. Through the campaign, ACO collaborated with the anti-bullying foundation Friends to contribute to those affected by this important issue. Products from ACO's body cleansing range were highlighted in a valuable context in order to engage consumers and build brand equity. The profiles participating in the campaign encouraged to the cleansing of cyber-hatred and to spread positive messages online. They all shared their own experiences with online bullying and promoted that ACO would donate SEK 2 to Friends for every sold Caring Wash Lotion and Caring Shower Oil during the campaign period. The content contained product information and clear visibility of the new products to drive sales to selected retailers.
The campaign Wash the Web has been executed twice, once in 2019 where the campaign was implemented on both the Swedish and Norwegian market. The latest campaign was activated on the Swedish market throughout November 2021 and was fronted by some of Sweden's most influential influencers, media profiles and podcasts, among others; Filip Lamprecht, Tusse, Pernilla Wahlgren and Edvin Törnblom.
The statistics below refers to the execution of Wash the Web in 2019 and 2021.
INSTAGRAM POST REACH
INSTAGRAM STORY VIEWS