Through social media channels and content, the goal of the global campaign is to broaden what care means at each stage of one’s life, empowering consumers from different parts of the world to join in to care for the environment starting and sharing their stories to inspire others.

In Asia, VEOCEL™ partnered with environmental activist and singer Chet Lam on a social media campaign and a specially curated “#IDo Pledge” video which represents a life-long commitment to caring for nature and protecting the environment for future generations. The brand also collaborated with over 180 young key opinion consumers (KOCs) across China, Taiwan, Japan, Korea, Indonesia, and Thailand, and invited them to do a pledge on social media by stating “#Ido” “#careforthefuture” and making a heart symbol. VEOCEL™ hopes these pledges will inspire this socially native generation to care for the future more. Several VEOCEL™ co-branding partners distributed trial product packs to the KOCs to enable them to experience first-hand how products made with VEOCEL™ branded fibers care for the environment.

Within the two-month period the campaign ran for, the influencers generated over 257,000 engagements from their followers and over 290,000 interactions on VEOCEL™’s official social channels in Asia, achieving a total reach of 16 million and more than 115,000 impressions.