ASW x Operation Smile Global Signature CSR Campaign
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1 ASW x Operation Smile Global Signature CSR Campaign
2 Why Operation Smile? A life-changing cause for cleft children Synergy with Group purpose and value 2
3 Objectives Create a global signature CSR movement Facilitate BU membership point donation 3
4 4
5 How? Membership Point Donation 5
6 Our process is straight-forward Front-end Back-end Charity Donate Record Settle Action Member donates point on webpage or app System records the donation per NGO (Transaction Upsert) Payment with NGO Involving Departments elab Marketing / ecommerce CRM Finance Accounting 6
7 WIN-WIN-WIN-WIN SCENARIO Supported by Group CRM & elab, ecommerce is enabled with membership point donation functionality BU Current NGO Partner Additional digital channel for donation Help more children who suffer from cleft lip or cleft palate Operation Smile A.S. Watson Group Kick start a global signature CSR campaign 7
8 ASW Internal Champion Moneyback HK User Journey Click the Share and Do Good button Select the NGO Select the points to donate Confirm donation transaction 8
9 ACTION PLAN BUs are required to share your plan to roll out Operation Smile by 15 May 2018 How to setup your own programme? 9
10 Technical support available from Group elab & CRM Everyone is vital to make it happen CRM / Datalab Finance Legal PR & Marketing Setup your local task force elab & collaborate! GIT 10
11 PR & Marketing Collaboration with NGO on social media Own brand product collaboration (H&B Asia: face mask packaging) Collaboration with suppliers (WIN & non-win) on sales donation Social media campaign Reminder to members for point donation Rewards of points donation Simple In-store support donation possibility (e.g. donation box at till ) 11
12 ecommerce / GIT Work with elab team to ensure donation module works estore Membership website Mobile app Ensure member point redemption works and synchronised 12
13 Legal / Finance Advise local legal requirements on donation by customer / marketing-related donation Settlement of donation with NGO (e.g. mode, frequency, etc) Additional cost on currency exchange if there is no NGO local office Arrangement of countries with VAT Tax reduction for point donation / direct donation, if any. 13
14 CRM / DataLab Ensure CRM real time record reflected on membership profile Using customer insights to boost campaign effectiveness (e.g. Profile : Pregnant? Parents?) 14
15 What if my market does not have an Operation Smile mission/office locally? Identify a country which your customers feel connected with*; or Donate to Operation Smile International and let them assign allocation of funding 15
16 What if my BU has limited resources to execute the campaign right now? Campaign driven by customer point donation Collaborate with suppliers (WIN & non_-win) on sales donation Consider to kick-off the campaign in end 2018 or
17 Timeline Announcement of Partnership - March (GSC) Materials by WHAM Agency for BU s preparation Setup of POS system / ecommerce platform Strategic marketing plan proposal from BU Launch by 2018 Q3/Q4 17
18 Group s Support Marketing : Key Visual and messaging template Social media activation ideas Campaign Toolkits ecommerce : Donation website module Key Visual 18
19 Consultation PR/ Marketing: Finance: CRM: Legal: elab: CSR: WIN Partnership Watsons - Emily Wong/ Tina Tu Marionnaud Josie Bristow (WHAM) josie@thewhamagency.com Rest of BU Hanks/ Zoe Yeung Michelle Yam (Group Finance) Tony Ng (Watsons), Elaine Wong (Rest of Asia), Jonathan Bolden (Europe) Franz Brand Albert Tsang/Patrick So(Asia), Davide Pitzolu (Europe) Sebastien Pivet, Stephen Woods (Europe), Zoe Cheong (Asia) Dora To (Asia), Nick Wickremesinghe (Europe) 19
20 Our successful campaign: Watsons Philippines x Operation Smile #LotsOfLove Mega Mission Click to play video 20
21 Reference: J&J s partnership with Operation Smile Donate a Photo App Social Media Click to play video 21
22 Appendix: Operation Smile s Office: Europe Russia Ireland Italy Sweden Switzerland United Kingdom Asia & Australia China India Jordan Myanmar Philippines Thailand Vietnam Australia South Korea United Arab Emirates Africa Democratic Republic of the Congo Egypt Ethiopia Ghana Kenya Madagascar Malawi Morocco Rwanda South Africa North & South America Bolivia Brazil Colombia Dominican Republic Ecuador Guatemala Haiti Honduras Mexico Nicaragua Panama Paraguay Peru Canada United States 22
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