Last two weeks mark increased amount of discussions around recent Greenpeace campaign targeting Nestle for their usage of palm oil resulting in highly destructive impact on environment. Campaign started with a viral video uploaded to YouTube and hosted on the main site of the organization featuring office scene during which an employee is eating a bleeding KitKat bar referring to the effect of the brand on orangutans.
Have a break? from Greenpeace UK on Vimeo.
Entire issue generated a lot of criticism about freedom of expression in general, but also towards Nestle as an organization, including comments from social media specialist suggesting appropriate actions – some of those in mainstream media, some on Nestle Facebook group.
In the meantime Greenpeace has become a case study of how to conduct a successful on-line campaign with the usage of relatively low budget tools, real time responsive strategies as well as creative ideas.