With a long history in the dishwashing liquid industry, AVA has always considered legacy a fundamental part of its brand DNA. In this spirit, the brand decided to take action by supporting those impacted by dementia, partnering with the Alzheimer’s Association of Athens. The goal of this initiative was twofold: to raise awareness about Alzheimer’s disease, which currently affects thousands, and to boost awareness of the brand’s corporate social responsibility efforts. The challenge was to educate the public about the disease, raise awareness of its symptoms, and ensure that the campaign’s message reached at least 60% of the target audience or else 850,000 people.

To support AVA’s CSR campaign, Mozaik created a dynamic social media campaign with a series of educational posts, engaging videos, and stories. A key part of the campaign was the strategic involvement of an influencer, chosen to raise awareness about Alzheimer’s disease and highlight AVA’s commitment to the cause.

The campaign’s powerful message, “Even If You Forget, We Remember You,” was brought to life by Eleni Rantou through a series of videos, posts, and stories shared on her Instagram profile on world Alzheimer’s Day, September 21. Under the creative direction of Mozaik, Eleni Rantou reached out to those affected by Alzheimer’s, offering them a reminder of care and support. In her posts, she sheds light on the ‘face’ of the disease, highlights its symptoms, opens up about her personal experience with it, and urges the public to break the silence and seek help.

The strategic use of influencer marketing in the campaign served two key purposes. Firstly, Eleni Rantou was selected due to her widespread popularity, extensive fan base, and strong public appeal. Secondly, her personal connection to Alzheimer’s, having shared her own experience with her mother’s battle with the disease, allowed her to authentically relate to the audience. This made the content she created genuine and heartfelt, presenting an authentic take on dementia.

In an effort to broaden understanding and raise awareness, the campaign continued its outreach with engaging content on social media platforms all through September. This strategic approach ensured that the message reached a wide audience, sparking conversations and encouraging action.

Eleni Rantou was a strategic choice to represent the brand’s CSR initiative, and her involvement proved successful as the audience responded enthusiastically to her content. The genuine material she created and shared on her profile deeply resonated with users, sparking emotional engagement. Many interacted with the videos and shared their personal stories in the comments, leading to an impressive engagement rate of 12.6%. Furthermore, the strategic promotion of the content she shared significantly enhanced the brand’s visibility, reaching 1,473,638 users within the target audience.

The objective of raising awareness about the disease and its symptoms appeared to be successful, as the content received 6,635,941 views, with an average viewing time of 6 hours. This showed the audience’s strong engagement and their continued interest in revisiting the insights shared about the disease. The campaign also succeeded in educating the public, with website visits rising by 93% following the publication of the videos.

Mozaik’s strategic approach in executing the “Even If You Forget, We Remember You” campaign for AVA was essential to its success. By expertly selecting influencer Eleni Rantou and guiding the creative direction of the videos, Mozaik ensured that the campaign resonated deeply with the audience. Through this collaboration, the initiative not only raised awareness about Alzheimer’s disease but also strengthened AVA’s commitment to social responsibility.

The campaign’s ability to educate and inspire action further underscores the powerful impact of Mozaik’s thoughtful and effective strategy in delivering a message of support and remembrance.