Subconsciously, we love glass. The way it feels cool in our hands, sparkles in sunlight, clinks when we toast. Glass is not a packaging material, it's a part of a brand's experience. Our campaign is Glass Is Life™. Across cultures, we brought life to a community that connects with glass; because glass alone preserves flavor, contains no harmful chemicals, is made from sand, is safe for oceans, is endlessly recyclable, and is beautiful.
Glass packaging threads through many lives in our community. Household decision-makers who choose the healthiest packaging choice for families, tastemakers who want a product to taste exactly the way it should, and conscious consumers who make the right choice for the environment. Gourmands, surfers, mothers, foodies, DIYers.
Glass is this extremely hands-on element that really showcases its beauty when it's in hand. It is hard to convey exactly through photography, and it's even harder to convey the reasons why one would choose glass just through imagery. We have tried to marry our pillars of why one would choose glass through, health, sustainability, quality and taste with everyday celebrations of when one would choose glass. All of this while integrating content of brands that bottle in Owens-Illinois glass.
One of the problems we have been trying to solve through our photography is reminding our community members the benefits of glass and transitioning their mind-sets that glass was old-fashioned to it is that of a new-school and sustainable lifestyle. We continue to solve this through the tone of the imagery and the modernity of the videos among our content that it is inspiring for consumers. While we develop our content that is shared on Facebook, Twitter, Instagram, Pinterest, Tumblr and YouTube we keep our strategy in line of what will resonate best with our community, which includes the below.
1. Glass Is Life's conscious consumers are actively seeking information about using more glass packaged products
2. The content shared on Glass Is Life's social channels should be engaging content that drives conversation, motivation and educational
3. Users are not necessarily motivated by glass itself but they are motivated because glass helps address issues that are important to them. Glass is a solution for sustainability, taste, health and quality.
Our content is created through these elements. Please see below a few examples that showcase these strategies along with successful results and wins for the Glass Is Life movement.
Our most engaged Instagram post showcases a trending brand that bottles in O-I glass with a combination of the lifestyle of a Glass Is Lifer and just one of the many reasons we choose glass, because of the ocean: https://instagram.com/p/peR4JgOBbO/?modal=true
Celebrating the moments that we share together among friends and glass packaging. Showcasing how we are a relatable brand and how glass is present at life's party moments. This post resonated well with our community as it was topical, posted near NYE: https://www.facebook.com/GlassIsLife/photos/pb.138836336185933.-2207520000.1424631136./741897942546433/?type=3&src=https%3A%2F%2Fscontent-lga.xx.fbcdn.net%2Fhphotos-xaf1%2Fv%2Ft1.0-9%2F1526501_741897942546433_8402413160794792424_n.jpg%3Foh%3D1f6d6ce29ab8f670e520f7224f3bdc8a%26oe%3D5591AE53&size=576%2C576&fbid=741897942546433
We want to utilize the amazing content created by our users; we celebrate it by posting on our social channels. This specific photo was taken by one of our users and posted with our hashtag; after receiving permission we used it to drive awareness and action around contests such as the one we hosted during BLUE Ocean Film Festival, which we were a sponsor: https://www.facebook.com/GlassIsLife/photos/pb.138836336185933.-2207520000.1424631300./714490161953878/?type=3&src=https%3A%2F%2Fscontent-lga.xx.fbcdn.net%2Fhphotos-xpa1%2Fv%2Ft1.0-9%2F10628139_714490161953878_1641617193976869218_n.png%3Foh%3Dbce818d0c49d9fbabc37f66283ba9b38%26oe%3D5594DE08&size=480%2C481&fbid=714490161953878
Creating content that we knew from a strategic jumping off point would drive great user engagement. This photo not only had 2x above average share rate, it also encouraged community members to post their own similar photos: https://www.facebook.com/GlassIsLife/photos/pb.138836336185933.-2207520000.1424631395./658980797504815/?type=3&src=https%3A%2F%2Fscontent-lga.xx.fbcdn.net%2Fhphotos-xfa1%2Ft31.0-8%2Fs960x960%2F10446120_658980797504815_7424322837936318047_o.jpg&smallsrc=https%3A%2F%2Fscontent-lga.xx.fbcdn.net%2Fhphotos-xpa1%2Fv%2Ft1.0-9%2F10440810_658980797504815_7424322837936318047_n.jpg%3Foh%3Da1c6c4f89ab37ff09a64cc74e5690aa3%26oe%3D559622DC&size=2048%2C2048&fbid=658980797504815
Recipe videos with O-I bottle integration-branded graphics and consistent type treatments have shown huge success on our social channels, as they are utilitarian and educational among our community. This video in particular saw the most engagement out of all of our recipe videos: https://www.facebook.com/video.php?v=700126723390222&set=vb.138836336185933&type=3&theater
