RUN FOR THE OCEANS” MARKETING CAMPAIGN EVALUATION AND RECOMMENDATIONS

NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH FINAL REPORT “RUN FOR THE OCEANS” MARKETING CAMPAIGN EVALUATION AND RECOMMENDATIONS Instructor: M.A Do Minh Diep Module: English for Economics and Business (Research-Oriented) (121)_01 Group: 3 Group Members: Pham Thi Trang Anh – 11180443 Nguyen Phuong Linh - 11182779 Le Minh Quang – 11184163 Hanoi, November 2021 TIEU LUAN MOI download : skknchat@gmail.com Table of Contents ABSTRACT 1 INTRODUCTION 2 I Research Background 2 II Rationale 3 III Research Objectives 4 IV Research Scope 4 V Research Questions 4 VI Research Outline 4 DEVELOPMENT 5 CHAPTER 1 LITERATURE REVIEW 5 1.1 The Concepts of Marketing 5 1.2 The Concepts of Marketing Campaign 7 1.3 The Concepts of Corporate Social Responsibility 8 1.4 The Concepts of Recycling 9 CHAPTER 2 FINDINGS AND DISCUSSION 10 2.1 The Scope of Influence of “Run for The Oceans” Campaign 10 2.2 Statistics Related to The “Run for The Oceans” Campaign .11 2.3 Factors contributing to the success of the “Run for The Oceans” campaign and its limitations 12 CHAPTER 3 RECOMMENDATIONS 13 CONCLUSION 14 I Research Limitations 14 II Suggestions for Further Studies 15 REFERENCES 15 1 TIEU LUAN MOI download : skknchat@gmail.com ABSTRACT Environmental pollution in general and marine pollution in particular has always been a burning problem today “Run for the Oceans” is not only a marketing campaign to benefit its business, but also contribute to solving that problem The report focuses on evaluating the success of Adidas' “Run for the Oceans” marketing campaign in partnership with Parley For the Oceans To draw conclusions, we rely on the impact of the campaign on businesses, customers, and society; in addition, there are specific figures related to the campaign for the last 3 years, 2018, 2019, and 2021 In general, the campaign has been operating in a very successful way It contributes to increasing brand value and revenue for Adidas; raising people's awareness about environmental pollution; turning thoughts into practical actions to protect the environment Since then, not just a fashion business, Adidas has been bringing positive and meaningful values to society The report also points to the reasons for the success of the campaign The goal of “Run for the Oceans” itself has been one of the most concerning issues in recent years Besides, Adidas is one of the largest sportswear brands in the world, which means that the number of customers and people interested in the brand is extremely large Moreover, Adidas has grasped the trend as well as being one of the pioneering enterprises in the field of fashion associated with the mission of protecting the marine environment Fashion items and a practical campaign not only get the message across faster and more effectively than the cliché "less plastic" slogans, but they also set trends and inspire more intensely Therefore, it is not surprising that the campaign is increasingly successful However, with the current rate of consumption of plastic products constantly increasing, the scale of this campaign is probably not enough Nonetheless, we have to admit that Adidas or Parley have done an unbelievable job, which is to lay a solid foundation for the future recycled fashion industry Indeed, plastic waste cannot disappear in the blink of an eye, and there is no miracle that makes this happen quickly However, small actions, such as each of us participating in the annual “Run for the Oceans”, can exponentially make a big difference to the blue ocean 2 TIEU LUAN MOI download : skknchat@gmail.com INTRODUCTION I Research Background Since the beginning of the twentieth century, it is undeniable that plastics have brought significant advances in all aspects of our daily lives Specifically, plastic is both cheap and convenient, playing an important role in areas such as manufacturing and healthcare However, because it is only used once and is difficult to decompose, plastic has become a major cause of environmental pollution, more than any other material ever created in human history So we are faced with a paradox: how can we manage this resource to maintain its benefits for humanity while limiting the possibility of environmental degradation? This is also a key question that has led the global fashion industry - the largest consumer of low-cost synthetic materials - to find answers in the past few years With a mission to bring brands, organizations, and people together to find new solutions to the main threat of marine pollution that is plastic waste, Parley For The Oceans was founded Besides, Parley is a place where leaders, thinkers, and creators raise awareness about the vulnerability of the ocean, thereby working together to limit and end the destruction of waste Adidas is a founding member of Parley for the Oceans The company wanted to play a leading role in finding ways to prevent plastic pollution The idea of taking materials polluting the ocean to make sportswear comparable to natural plastic sounded unrealizable However, this concept has turned into real success Millions of shoes and a variety of high- quality sportswear are made from recycled plastic waste One of the most notable campaigns in Adidas's collaboration with Parley For The Oceans is “Run for the Oceans”, a global movement that harnesses the power of sport to drive environmental action and raise awareness of the threat of plastic pollution in the marine environment With this research, we aim to assess the effect of “Run for the Ocean” on the business, customers, and society II Rationale In this part, we will give an explanation of the reasons why we opt this campaign to study There are two main reasons for our choice 3 TIEU LUAN MOI download : skknchat@gmail.com Recycled materials as well as recycled products, although becoming more and more popular in people's lives, in Vietnam they are still quite far-fetched concepts and do not have high practical application in daily life This research firstly aims to help readers have a better view of recycled materials and recycled products as well as the benefits that they bring to people As people have better knowledge about recycled and sustainable materials, they will have more positive changes in using them in particular and contributing to environmental protection in general The second reason for the choice of Run for the Ocean campaign is because of the valuable lessons learned from the campaign It can be seen that in this campaign, businesses not only earn profits from related products, but also build and strengthen their brand image better and better in consumers’ eyes Moreover, the campaign also has a positive influence on environmental awareness, contributing to helping people raise awareness about the increasingly serious environmental problem in the world Thereby, it encourages people to make changes in reducing using plastic materials toward using environmental- protection products III Research Objectives Before conducting the research, the authors have proposed two following research aims Firstly, the study would explore reasons behind the success of the “Run for the Oceans” campaign held by the collaboration between Adidas and Parley Secondly, this study also aims to answer the question whether a similar campaign would achieve the equivalent amount of engagement and success in the Vietnamese market as compared to “Run for the Oceans” campaign IV Research Scope In order to better conduct the study, the authors have narrowed the scope of the research down to 3 years Particularly, this research would investigate the “Run for the Oceans” marketing campaign during the years of 2018, 2019, and 2021 V Research Questions 4 TIEU LUAN MOI download : skknchat@gmail.com With the aim of evaluating the “Run for the Oceans” campaign and proposing some recommendations to better improve the campaign, the authors have concluded two below research questions: 1 Which are the factors contributing to the success of the campaign? 2 What are some feasible measures the brands could implement to better execute the campaign? 5 TIEU LUAN MOI download : skknchat@gmail.com DEVELOPMENT 1.1 CHAPTER 1 LITERATURE REVIEW 1.1.1 The Concepts of Marketing Definition of Marketing To have a good base to study about the chosen marketing campaign, the authors will introduce the marketing definition and other related things about it There are various ways to define marketing According to Kotler and Keller (2006), a simple definition of marketing is “meeting needs profitably” They also mention that marketing is also defined as the process of developing, conveying, and delivering value to clients Also, it is the way to keep good relationships with customers to gain benefits Another way to define marketing is “ satisfying the customers'' (Kotler, 2005) They claim that marketing is not just “selling and buying” 1.1.2 Marketing Mix When mentioning about marketing, there would be a lot of things to discuss about, but people often refer to the Marketing Mix Basically, the marketing mix refers to the marketing techniques that marketers employ to fulfill their marketing objectives Neil Borden initially presented the concept of marketing mix in his 1964 paper The marketing mix at the time consisted of a number of elements After that, McCarthy and Perreault (2002) had grouped those factors into 4Ps basically including product, price, place, and promotion Regarding the term product, sellers must first determine the demands of potential clients for the product/service before adjusting the items to satisfy those needs About the second P – price, it mentions how much you can charge your products The third P is place, referring to where you sell the product and how you distribute it The last P – promotion is as important as other Ps with the role of promoting buying and selling activities 1.1.3 Promotion in marketing mix In order to evaluate the campaign we are studying, in this research, we will only focus on the fourth factor - promotion in the 4Ps of the marketing mix The Economic Times (2021) defines promotion as "the full collection of activities that communicates the product, brand, or service to the user." The major purpose of this section is 6 TIEU LUAN MOI download : skknchat@gmail.com to make people aware of the product, interest them, and persuade them to buy it Claimed by Kolter and Armstrong (2001), there are five elements contributing to promotional mix which are advertising, personal selling, sales promotion, public relation and direct marketing Advertising: One of the most effective promotional techniques is advertising Its purpose is to communicate the message that the company wishes to express to customers The message is simply defined as the product's unique and distinct values, which are frequently repeated in the media (newspaper, radio, TV, billboard, etc.) in order to capture consumers' attention, penetrate their minds, and urge them to purchase products Personal selling: Direct spoken conversation between sellers and potential buyers is what personal selling is all about (Perreault and McCarthy, 2002) It is a communication, exchange, and direct interaction process in which sellers attempt to persuade potential consumers to buy the company's products or services, or to aid in supplying information advice in order to develop belief, build a positive connection, and therefore create future prospects Sales promotion refers to efforts that encourage customers to purchase things in a short period of time by increasing customer benefits Public relation is defined as ongoing efforts aimed at establishing and maintaining an organization's credibility, affection, and mutual understanding with the general public Direct marketing refers to marketing efforts that are carried out without the use of distributors or middlemen 1.2 The Concepts of Marketing Campaign 1.2.1 Marketing Campaign Definition According to Aashish Pahwa (2021), marketing campaigns are an ordered and well- prepared course of action that aims to reach businesses' marketing goals Its goals are to convey the product to the target audience, to strengthen the image and status of the brand, to gain more customers in order to achieve greater benefits for the company 1.2.2 The Importance of Marketing Campaign 7 TIEU LUAN MOI download : skknchat@gmail.com Marketing campaign is a subset of promotion, therefore, it plays an extremely important role Carter (2019) emphasized that through conducting marketing campaigns, marketers can gain some benefits Firstly, a successful campaign obviously can help the businesses attract more customers and increase sales Thereby, the profits that they gain from increasing sales can support them to develop and expand in the market Secondly, marketing campaigns are able to build and strengthen the business’s reputation and trust from the customers Sharing the same opinion with Carter, Rachael (2020) claims that marketing campaigns could raise customer awareness and make the business more reliable She also adds that marketing campaigns are one of the ways to keep the business image inside the customers’ mind Besides, marketing campaigns play a role as a testing tool Through conducting a marketing campaign, the marketers could figure out what is a business's strength and weakness in order to improve and develop 1.2.3 Factors Contributing to The Success of A Marketing Campaign A successful or viral marketing campaign is formed by 5 main factors: the campaign’s overall structure , the characteristics of the product or service, the content of the message, the characteristics of the diffusion and, the peer-to-peer information conduit (Woerndl et al, 2008) Each of them includes some different aspects Regarding the campaign’s overall structure, the campaigns need to promote the goal activities and must not break the ethical issues and legal requirements; The characteristics of the product or service: the product or service provided in the campaign need to be appropriate; The content of the message is described in words: imagination, fun & intrigue, ease of use and engaging; The characteristics of the diffusion is evaluated through three aspects which are Exponential, Speed, and Audience reach; and The peer-to-peer information conduit is estimated by four aspects which are Channels available & used, Technology available & used, Combinations of technology leveraged and source credibility 1.3 The Concepts of Corporate Social Responsibility 1.3.1 Corporate Social Responsibility Definition The concept was coined in the 1950s and garnered a lot of interest in management research in the 1970s There are three categories of CSR: economic growth, ecological balance, and social progress (Saeed & Arshad, 2012) Despite the fact that academicians and economists continue to debate the various facets of CSR, businesses worldwide are being 8 TIEU LUAN MOI download : skknchat@gmail.com pressured to become more socially conscious and active contributors to their local and global communities As a result, CSR is a critical component of a company's reputation, determining how stakeholders and potential employees see the organization CSR has been investigated by a number of scholars, resulting in a plethora of ways to understand the term In 2021, Investopedia proposed a definition of CSR as a self- regulatory business model that enables a corporation to be socially responsible to itself, its stakeholders, and the general public Moreover, Advantage (2020) provided a more holistic notion of CSR as scenarios in which businesses engage in social activities to help the communities in which they operate Despite numerous ways to interpret corporate social responsibility, the authors decide to follow European Commission’s (2001) definition of CSR as a voluntary notion in which businesses incorporate social and environmental issues into their company operations and interactions with its stakeholders 1.3.2 Corporate Social Responsibility’s Role from A Marketing Perspective CSR may help a company generate extraordinary resources, such as a good reputation, enhanced brand perceptions, employee capacity, expertise, and a network of contacts Consumers are concerned not just about the features and benefits of a brand, but also about the company's relationship with society, according to brand perception studies (Kervyn, Fiske, & Malone, 2012) Strategic CSR may help a company establish a reputation for being socially, morally, and ecologically conscious (Porter & Kramer, 2006) When a company is a good corporate citizen, it may improve customer loyalty and turn customers into brand ambassadors who promote the company The following were among the disclosures made in the 2016 Aflac survey, which was performed in the United States (PR Newswire, 2016): 75% of customers are inclined to take some form of action against corporations who are irresponsible These actions include everything from social media posts to company boycotts; Companies who are irresponsible risk losing up to 39% of their prospective customers One out of every four customers will warn their friends and family to stay away from these businesses; 9 TIEU LUAN MOI download : skknchat@gmail.com Professional investors are more inclined to buy shares in companies that are known for their CSR efforts, according to 83 percent of them They see these activities as a sign of more transparency and honesty, which leads to a reduction in risk 1.4 The Concepts of Recycling 1.4.1 Recycling Definition According to the EPA (United States Environmental Protection Agency), recycling is the process of separating, collecting and remanufacturing, or turning used or waste products into new materials 1.4.2 Recycling Benefits Recycling can bring long-term benefits to our community and aspects of life Firstly, waste can devastate natural habitats and contribute to negative influences such as global warming and climate change, which can also cause natural disasters, the disappearance and extinction of animals and other biological organisms Therefore, recycling reduces pollution and protects the environment, ecosystems and wildlife Secondly, by utilizing waste products wisely, we can decrease the size of landfill and incinerators As the population grows, the amount of waste also increases and there are more landfills, which will expose our beautiful cities and landscapes to pollution, poisoning and a lot of health problems Thirdly, one of the main reasons why recycling is important is that it does reduce the pressure on our environment The world’s natural resources are finite and some are scarce Recycling allows all junk items to be useful so that valuable and new resources such as timber, minerals, oil, gas and waste do not have to be exploited Fourthly, producing products from recycled materials requires less energy than producing from new raw materials For example, according to the EPA’s WasteWise, recycling steel and tin cans save between 60 and 74 percent of the energy used to produce them from raw materials; for aluminum, it is about 95 percent energy saving Lastly, unexpectedly, recycling stimulates economic growth Besides saving money, the EPA also has shown that recycling helps create more employment opportunities in the recycling and manufacturing industries In fact, recycling itself is a huge industry After doing basic sorting and sending your waste for recycling, it needs to be sorted and shipped to the right place This is done by thousands of workers who are newly recruited into the growing industry 10 TIEU LUAN MOI download : skknchat@gmail.com Recyclable materials include many kinds of glass, metal, clothing, batteries, plastic, electronics, paper, and a lot more CHAPTER 2 FINDINGS AND DISCUSSION 2.1 The Scope of Influence of “Run for The Oceans” Campaign The cooperation between Parley For The Oceans and Adidas, including the “Run for The Oceans” campaign, has brought a lot of positive impacts on not only businesses and customers but also society Firstly, although environmental pollution is one of the most burning issues in recent years, in the past, most fashion brands never thought about environmental issues and continued to pollute Adidas is one of the first brands to use recycled materials to produce its products Furthermore, they took practical actions to contribute to environmental protection Consequently, Adidas has been very successful in building a good company's image and reputation After these campaigns, besides being one of the biggest brands in the field of sportswear, Adidas is also known as a business that strives to benefit society Hence, they have improved customer loyalty and attracted potential customers, who care about not only the quality of products but also the company's business ethics Thereby, contributing to increasing the revenue and profit of Adidas Secondly, according to the idea of the global “Run for the Oceans” campaign, initiated by Adidas in collaboration with Parley, with the desire to use the power of sport to increase awareness of the threat of ocean plastic pollution and inspire action for everyone, every single participant can contribute to saving the ocean by doing small things like using products made from recycled materials, or more simply, jogging "For every kilometer run, Adidas will contribute $1 to Parley," Adidas said in a commitment to “Run for the Oceans” Participating in the campaign, each person not only directly contributes to a series of practical activities to protect the sea, but also can help spread that positive energy as an ambassador for the environment Thirdly, in addition to reducing plastic waste by recycling and using them as a raw material to produce fashion products, Adidas also through the RUN FOR THE OCEAN campaign donates funds to solve marine contamination All of these things make society and life on earth greener, cleaner, and more beautiful RUN FOR THE OCEANS is not a short-term or trend-driven environment campaign Its deep intention is to give the young generation 11 TIEU LUAN MOI download : skknchat@gmail.com an education about the meaning and obligations of ocean protection, which is a premise for the environment in the future to be respected and preserved 2.2 Statistics Related to The “Run for The Oceans” Campaign According to Adidas Runtastic Team, In 2018, “Run for the Oceans” was held with the participation of more than 900 thousand runners, and ran nearly 12.5 million kilometers Adidas contributed $1 dollar for every kilometer run during the Run For The Oceans worldwide campaign, and the campaign raised $1 million for Parley Ocean Initiative In 2019, “Run for the Oceans” was held with the participation of more than 2.2 million runners, ran 12.628.848 kilometers, and raised $1.5 million for Parley Ocean Initiative In 2021, “Run for the Oceans” was held with the participation of more than 5 million runners With the motto: 1 km run = the equivalent weight of 10 plastic bottles cleaned-up (up to 500.000 pounds), the campaign ran more than 56 million kilometers “Run for the Oceans” is getting more and more responses and participation The campaign has shown Adidas' success in raising awareness and spreading positive actions to people in protecting the environment 2.3 Factors contributing to the success of the “Run for The Oceans” campaign and its limitations 2.3.1 Factors Contributing to The Success of The “Run for The Oceans” Campaign There are a number of determinants affecting how successful the campaign is First of all, we believe that Adidas has addressed one of the biggest concerns among customers, which is environmental protection As stated in the research background, young people are increasingly becoming aware of how badly damaged their natural habitat is Therefore, they are more willing to take actions against environmental issues such as littering, use of plastic bags, waste disposal, deforestation, etc However, the majority of the youth are still reluctant towards acting against it In fact, customers began to associate like or sharing on social media, as well as purchasing environmentally friendly products, with actively saving the environment “Slacktivism” is the word given to a cultural movement that 12 TIEU LUAN MOI download : skknchat@gmail.com has become so popular that it has its own name Adidas, which has always felt that "sports have the capacity to change the world," wants to do more to break the cycle of slacktivism and motivate people to take meaningful action Their advertising aim evolved into a brand mission: to inspire people all across the world to put the "act" back in activism It wasn't enough to just click—it was time to “Run for The Oceans'' On World Oceans Day 2018, Adidas and Parley launched Run for the Oceans, a worldwide running campaign that harnesses the power of athletics to raise awareness about the problem of marine plastic pollution, coinciding with the debut of the Ultra Boost shoe Secondly, Adidas is a well-established brand, having operated for over 97 years, which affirms that its audience base is immense Therefore, setting up an environmental campaign would help Adidas have substantial participants from its base customers, and raise awareness through their advocacy 2.3.2 “Run for The Oceans” Campaign’s Limitations Despite having held for 4 consecutive years and gaining much success in terms of awareness and recycling materials, the campaign is yet receiving little awareness from the global audience This is because “Run for The Oceans” is only for people living in the United States; therefore, it would restrict other people who wish to participate from other countries By doing this, Adidas has not succeeded in bringing the words out of the country and failed in recruiting millions of potential participants Moreover, it is known that the money converted by the total kilometers participants run is going to the funding of Parley Ocean School With its headquarters located across states of the U.S., the awareness of delivering environmental issues across the national border would also face some difficulties 13 TIEU LUAN MOI download : skknchat@gmail.com CHAPTER 3 RECOMMENDATIONS After clarifying some limitations of the “Run for The Oceans” campaign by Nike and Parley, the group would propose some feasible solutions for the brand to implement to better execute its strategy With over 723 stores located around the world, Nike needs to expand its communication strategy across national borders Therefore, the awareness of the “Run for The Oceans” campaign could be spreaded even further with the assistance of local Nike outlets This would increase the probability of people taking part in the activity since they would be aware of the benefits, meaning, and how badly damaged their environment is Besides, since Nike is doing a great job at raising awareness among young people of environmental issues, it might be time for the brand to expand its impact and influence on other countries with high rates of environmental pollution As a result, the brand could beautify its brand image as a company that cares for the environment and the public, which therefore boost its brand love among customers in specific, and the public in general 14 TIEU LUAN MOI download : skknchat@gmail.com CONCLUSION I Research Limitations Although we have drawn fairly detailed conclusions for the study, our team was still able to identify a few limitations encountered in conducting this evaluation There are three major limitations that we can figure out in the study First, the research is mostly based on student- orientation and given little clear direction, so there are issues that may be assessed from the student's point of view and not have been studied in the most specific and profound way Besides, because they do not have much experience in scientific research, our group also encountered some difficulties when conducting the research Second, the evaluation has a relatively limited sample size The Run for the Ocean campaign was a relatively small one and was popularized mainly in the United States, so data collection from the campaign was only done through web searches Not only that, this data sometimes has discrepancies between sites, and the completeness of the data is not very stable The last limitation we want to mention is that the study was conducted in a relatively short period of time, so minor errors in the completion process are inevitable Although there are some limitations mentioned above, the study will still be a useful supplement for future research on this issue II Suggestions for Further Studies From the limitations mentioned above, we offer a few suggestions Adidas is a well- known brand around the world, so exploring and learning these brand activities can be an abandoned resource for writers Conducting research with large, world-impacting projects will give writers more resources to find material than small, less popular campaigns and projects Besides, seeking guidance from experienced people will be a good option to make sure the research will be on the right track And the last suggestion is to spend a reasonable amount of time to be able to study in depth about the selected topic 15 TIEU LUAN MOI download : skknchat@gmail.com REFERENCES Advantage, C (2020) Corporate Social Responsibility CSR and Socially Responsible Investing Strategies in Transitioning and Emerging Economies, 65 Adidas Runtastic Team (2019) Run for The Oceans 2018 – A Successful Year Fighting Marine Plastic Pollution Retrieved from: https://www.runtastic.com/ blog/en/rfto-2018/ Adidas Runtastic Team (2019) Run for The Oceans 2019 – Fighting Marine Plastic Pollution Together Retrieved from: https://www.runtastic.com/blog/en/run-for- the-oceans-recap/ Borden, N H (1964) The Concept of the Marketing Mix, J of Advertising Research, 2, 7-12 Carroll, A B., & Brown, J A (2018) Corporate social responsibility: A review of current concepts, research, and issues Corporate social responsibility Carter, A (2019) Benefits of effective marketing campaigns Retrieved from: https://mytekrescue.com/benefits-of-effective-marketing-campaigns/ Definition of ‘Promotions’ The Economic Times Retrieved from: https://economictimes.indiatimes.com/definition/promotions Fernando, J (2021) Corporate Social Responsibility Investopedia Retrieved from: https://www.investopedia.com/terms/c/corp-social-responsibility.asp Environmental Factoids United States Environmental Protection Agencies Retrieved from: https://archive.epa.gov/epawaste/conserve/smm/wastewise/web/html/factoid.html European Commission (2001) Green paper: Promoting a European Framework for corporate social responsibility Brussels: Commission of the European Communities Journal of Business Ethics, 72(3), 243-262 doi:10.100710551-006-9168-4 Kervyn, N., Fiske, S T., & Malone, C (2012) Brands as intentional agents framework: How perceived intentions and ability can map brand perception 16 TIEU LUAN MOI download : skknchat@gmail.com Kotler, P., & Armstrong, G (2001) Principles of marketing Upper Saddle River (NJ: Prentice Hall Kotler, P (2005) Principles of marketing Harlow: Financial Times Prentice Hall Kotler, P and Keller, K (2006) Marketing Management 12th Edition, Prentice Hall, Upper Saddle River Pahwa, A (2021) Marketing Campaign – Meaning, Types, & Examples Freedough Retrieved from: https://www.feedough.com/what-exactly-is-a-marketing-campaign/ Perreault, W D., & McCarthy, E J (2002) Basic marketing: A global-managerial approach Boston: McGraw-Hill Porter, M E., & Kramer, M R (2006) Strategy and society: The link between corporate social responsibility and competitive advantage Harvard Business Review, 84(12), 78-92 PR Newswire (2016) Aflac survey adds new reasons to focus on corporate social responsibility Retrieved from: http://www.prnewswire.com/news- releases/aflac-survey-adds-new-reasons-to-focus-on-corporate-social- responsibil- ity-300378970.html Program, 14(3), 130-137 doi:10.1108/eb046814 Saeedu, M M., & Arshad, F (2012) Corporate social responsibility as a source of competitive advantage: The mediating role of social capital and reputational capital Rachael, W (2020) The importance of a consistent marketing campaign Whitebox Marketing Retrieved from: https://whitebox.marketing/the- importance-of-a-consistent-marketing-campaign/ Recycling Basics (2021) United States Environmental Protection Agencies Retrieved from: https://www.epa.gov/recycle/recycling-basics Run for The Oceans 2021 – Fighting Marine Plastic Pollution Together Retrieved from: https://www.runtastic.com/partners/best-practices/run-for-the-oceans/ Woerndl, M & Papagiannidis, Savvas & Bourlakis, Michael & Li, Feng (2008) Internet-induced marketing techniques: Critical factors of viral marketing International Journal of Business Science and Applied Management 3 17 TIEU LUAN MOI download : skknchat@gmail.com ... protecting the environment 2.3 Factors contributing to the success of the ? ?Run for The Oceans” campaign and its limitations 2.3.1 Factors Contributing to The Success of The ? ?Run for The Oceans” Campaign. .. premise for the environment in the future to be respected and preserved 2.2 Statistics Related to The ? ?Run for The Oceans” Campaign According to Adidas Runtastic Team, In 2018, ? ?Run for the Oceans”. .. and a lot more CHAPTER FINDINGS AND DISCUSSION 2.1 The Scope of Influence of ? ?Run for The Oceans” Campaign The cooperation between Parley For The Oceans and Adidas, including the ? ?Run for