My personal experience of running a campaign #DressItDown

In summer 2019, I started a campaign called #DressItDown on Instagram and Facebook, promoting a packaging-free lifestyle. My goal is to make changes to people's relatively mindless choices of packaging and to have a more positive impact on the planet.

Some of you may be wondering why the campaign is called #dressitdown, the first impression is clothes related, or fashion related. But think of it this way, when you receive an online order, you open the box, and you see a box inside of a box, and when you open the second box, you see layers of wrapping. It may be a pleasant experience to open the box because you are excited about the purchase, but what's left is so much unnecessary packaging waiting for you to clean up. Do they need so much packaging inside of that box, probably not? But today, excessive packaging has become an addiction, and we need to dress it down. "It" represents packaging, so we want to encourage companies to cut down on waste and remind consumers to shop carefully.

The mission statement of my campaign is to "Encourage companies to reduce packaging waste and to introduce some simple practices into people's lifestyles."

The slogan "Any Effort Counts" is also everywhere thought all our social media platforms.

After a whole month of running the campaign, the Instagram account generated more than 4600 followers, and in our most popular posts, we got 29 comments and more than 900 likes.

Here are some of my observations by running the campaign:

Facebook has the benefits to gather real followers, and reach more audiences through long videos, share more weighty content such as articles. While Instagram has the advantage to collect more followers within a shorter time, and it generally has more engagements and comments, the hashtag converts to more significant influence, and it has more interactions with other influential accounts.

As an advertising student, this experience was unforgettable. As long as the campaign brought people a little self-reflection on packaging waste, it was worth it!