Orange drives CSR engagement with phone recycling initiative through UGC
Challenge
Orange aimed to mobilize its online community and promote its phone recycling initiative while
raising awareness of its CSR actions. The goal was to showcase Orange as a socially
responsible and engaging brand on social media.
Solution
In collaboration with AdAlong, Orange launched a challenge on Instagram and Twitter,
encouraging users to share photos or stories about their old phones using the hashtag
#GoodbyeOldPhone. The collected UGC was then used to engage with Orange’s community
and further promote the initiative.
Benefits
● 10K+ UGC aggregated on AdAlong for @Orange with #GoodbyeOldPhone.
● 65% of UGC collected from Twitter vs 32.8% from Instagram.
● 150 UGC selected for the campaign’s final video.
Orange is one of the largest mobile and internet service providers in Europe and Africa, and a global leader in corporate telecommunication services.
10K+ UGC aggregated for @Orange with #GoodbyeOldPhone.
Orange’s phone recycling campaign successfully engaged its online community and led to the creation of a final video that featured real user-generated content.
As a leader in telecommunications, Orange is committed to making a positive impact through its
CSR initiatives. By launching the #GoodbyeOldPhone challenge on Instagram and Twitter,
Orange invited its community to share their personal stories and memories connected to their
old phones, aligning with its mission to raise awareness around sustainability and phone
recycling.
With AdAlong’s solution, Orange was able to curate and showcase UGC in a meaningful way,
creating an engaging, community-driven campaign that not only raised awareness but also
highlighted the brand’s commitment to social responsibility. The initiative garnered significant
participation, with over 10,000 UGC submissions, reinforcing Orange’s position as a brand that
listens to and interacts with its customers.
