In a country where native forests are in serious risk of logging and deforestation, can one natural reserve help other natural reserves? Villavicencio did by promoting the creation of “La Fidelidad” National Park, a 250,000 ha of great biodiversity.

Villavicencio, the only water from natural reserve, realized the importance of going further in its engagement with the environmental care, helping other natural reserves in the country and protecting native forests.

Trees are the main natural sinks of the planet, essential for the carbon cycle. So Villavicencio, together with the Banco de Bosques NGO, decided to help fight deforestation by protecting one of the oxygen sources endangered. Therefore, the brand launched “Leave your footprint” campaign, aimed to prevent forest felling in Chaco province and raise public awareness about environmental matters.

The campaign was a success; for each bottle sold, Villavicencio protected one square meter of native forest. In the end, 22m square meters of the Chaco native forest were protected, a number equivalent to replacing 220,000 tons of CO2.

Through television and radio commercials, digital activation, print information and reinforcement at different sales points, the campaign was able to engage the audience with overwhelming success. More than 90 articles were achieved; Facebook fans grew by almost 723% and the closing event met 40,000 people at the Planetarium, a local landmark and a symbol of the campaign.

Last but not least, the brand celebrated a new Guinness World Record: the largest human footprint ever created by people.

A 360 plan was executed to invite all Argentinians to leave their footprint.

The campaign had its kick-off in the Villavicencio Natural Reserve, where a workshop with the most important media took place.

Television commercials were aired together with an “Out of home” campaign developed in the main cities of the country.

Increasing awareness at sales point, Villavicencio’s packaging was dressed in green for the first time, all the pop material was made of “FSC” paper and the Natural Reserve was taken to supermarkets.

Furthermore, digital world had an outstanding activation. The Facebook fan page was renewed and through a special application users could leave their footprint and follow daily the meters saved.

And for the best campaign finale, the “Leave your footprint” big event took place at the Planetario, where all the Argentinians were invited to make the “world’s biggest human footprint” and take care of the environment for the future generations.

All together we saved 22m square meters of Chaco native forest from deforestation, providing absorption of 220,000 tons of CO2. This initiative had also a positive impact in biodiversity conservation, social development and preservation of native culture.

The campaign raised awareness about the importance of protecting natural resources. The Facebook Fan page grew from 2,500 to 20,580 fans and media carried the campaign throughout the country: more than 90 news achieved in prints, web, television and radio. Also, the brand increased its visibility from 51% to 59% and its impact grew from 39% to 43%.

Furthermore, at the closing event Villavicencio gathered 40,000 people and achieved a Guinness World Record for creating the largest human footprint shaped by people, more than 250.

And regarding to product, the campaign helped grow the internal sales by 7%, with rates above the segment. It also showed successful results in market share and average purchase.