When purpose meets E-commerce
Do you know how much plastic waste is generated by humans every year?
According to data from the International Union for Conservation of Nature (IUCN), humans produce over 400 million tons of plastic waste annually, with at least 14 million tons of plastic ending up in the oceans. This results in severe harm and death to numerous marine species due to ingestion or entanglement in plastic debris.
Furthermore, plastic pollution poses threats to food safety and quality, human health, coastal tourism, and contributes to climate change. Addressing ocean plastic pollution is an urgent priority.
Today, let me introduce a purpose-driven business brand 4ocean PBC , which incorporates the concept of "ocean conservation" into its brand name, positioning, website design, and product offerings. In just a few years, it achieved $30 million in revenue in 2022.
One of its iconic products is a blue bracelet made from recycled materials, priced at $24 each. 4Ocean commits that for every bracelet sold, they will organize teams to clean up one pound of garbage from the ocean.
So, how did 4Ocean manage to sell a simple product at a premium price and have many consumers willing to pay for it? Let's explore the business model behind it.
4Ocean was founded by two young entrepreneurs, Andrew Cooper and Alex Schulze, both of whom are from the post-millennial generation. They were college classmates and graduated from Florida Atlantic University (FAU) in 2014.
In 2014, they embarked on a surfing trip to Bali, Indonesia, and were shocked by the heaps of trash on the beaches. They discovered that local fishermen had to clear away garbage from the shore to launch their boats. In conversations with locals, they learned that fishermen often pulled large amounts of plastic waste from the ocean while fishing, severely impacting the marine environment and fishermen's livelihoods.
To address this problem, Cooper and Schulze realized they could hire fishermen to extract plastic waste from the ocean and turn it into sustainable, eco-friendly products like bracelets, clothing, and jewellery. They aimed to use this business model to combat ocean pollution.
So, within a year each contributing $2,500, they founded 4Ocean in January 2017. In just a few years, 4Ocean has removed over 25 million pounds of garbage from the ocean and coastline. Their story has garnered increasing attention and support, with over 8.24 million social media followers and over 200 million views related to #4Ocean.
Additionally, 4Ocean has created more than 350 jobs for captains, fishermen, and cleanup crews. They also collaborate with numerous non-profit organizations to raise awareness about other pressing environmental issues, including FAU's Marine Research Lab, Carbonfund.org, the Coral Restoration Foundation, Polar Bears International, Project AWARE, Conservation International, Whale and Dolphin Conservation, and Rick O'Barry's Dolphin Project. 4Ocean is a certified B Corp, reflecting their commitment to social and environmental responsibility.
4Ocean's belief is that even in business, you can be a force for good. Their efforts have not only made a significant contribution to ocean conservation but have also provided consumers with a positive action plan, fostering deeper brand loyalty and a positive public image for the company.
We know that a successful and excellent brand is closely related to clear brand positioning, brand image, product positioning, and effective marketing in various aspects.
4Ocean exemplifies this with a cohesive approach that centers around the theme "One ocean, one mission."
Brand Name: 4Ocean
Firstly, their brand name, 4Ocean, is designed with a clear and memorable message. The number "4" in the brand name represents the most common shape of coral reefs found in the ocean, while "Ocean" signifies the brand's core focus – the ocean. This concise name effectively conveys the brand's core values.
Brand Positioning: Ocean Conservation
Secondly, 4Ocean's brand positioning is very clear, emphasizing their commitment to protecting the marine ecosystem. The brand's mission is to reduce ocean pollution and harm by recycling ocean waste into useful items.
Their goal is to increase public awareness and concern for ocean conservation through their products and actions and contribute to a sustainable future.
Product Positioning: Ocean Environmental Protection
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4Ocean's product positioning aligns perfectly with their brand philosophy. Their core products consist of various bracelets, bangles, jewelry, rings, all made from recycled ocean waste. These products carry high environmental value, effectively reducing the pollution and harm caused by ocean waste.
This high degree of consistency motivates consumers to feel a sense of purpose. They are not just buying a bracelet; they are contributing to a great environmental cause.
Website Design: Environmental, Creative, Sustainable
Observing their website, 4ocean.com, it features a clean, modern, and creative blue-and-white design. The website showcases the brand's core products, mission, and values in detail. The overall design and content effectively convey the brand's core values of environmental protection and sustainability.
Here are some ways 4Ocean's independent website excels:
Being a brand ambassador offers the opportunity to introduce 4Ocean's brand and products to new audiences and support the brand's ocean conservation efforts. Ambassadors can earn commissions and rewards for each sale made using their ambassador code, with higher sales resulting in greater earnings. The brand provides various social media materials and tools to assist ambassadors in promoting the brand and products.
Now, they have built a solid foundation with a significant number of brand ambassadors who promote the brand.
Through a comprehensive branding strategy, 4Ocean has successfully created a highly visible and trusted ocean conservation brand.
4Ocean has integrated the concept of sustainable consumption into consumers' daily lives with a tightly interconnected building plan.
According to SimilarWeb, the brand's audience is evenly distributed across various age groups, with a relatively balanced male-to-female user ratio. This shows that they have gained broad recognition, thanks to multi-channel exposure.
They utilize social media, paid search, email, and television advertising – virtually any channel that can provide exposure. Social media platforms such as Facebook, Instagram, TikTok, and YouTube are among the key channels.
For instance, 4Ocean has a significant following on various social media platforms, with 3.7 million TikTok followers, 2.92 million Instagram followers, 1.41 million Facebook followers, and 112,000 YouTube subscribers. The total social media follower count exceeds 8.24 million, an impressive number in any category.
4Ocean's social media operations focus on the themes of "ocean conservation" and "plastic waste," using videos to present the real-life situations and issues. This approach authentically conveys the message and creates a significant impact.
For instance, their Instagram account categorizes content about brand introductions, ambassador promotion videos, and on-site videos of crew cleaning up garbage. Each of their posts receives a high number of likes and comments, indicating strong user engagement and loyalty.
One of their videos that garnered significant attention was about the pollution of the Guatemalan coastline. It received an astonishing 227,000 likes and 15,000 comments, reflecting the powerful impact of their visual storytelling.
Through this compelling visual approach, they have successfully raised public awareness and concern for ocean conservation, making more people aware of 4Ocean's brand mission and values.
Additionally, 4Ocean engages with users through social media by hosting Q&A sessions on platforms like Instagram. They answer users' questions about ocean conservation and plastic waste, encouraging users to actively participate in environmental actions.
By leveraging social media, 4Ocean effectively communicates their brand values and mission, attracting more attention and support. It also fosters interaction and communication between the brand and users, enhancing user retention and loyalty.
The success of 4Ocean is not just about its unique brand story and environmental philosophy but also its unwavering actions and commitment. By taking real action to implement their environmental philosophy, 4Ocean has made a significant contribution to ocean conservation and gained the trust and support of consumers. Through various channels, including social media, they have effectively conveyed the brand's values and mission, attracting more attention and support while promoting interaction and communication with users. In the future, as consumer interest in environmental and sustainable development continues to rise, DTC brands like 4Ocean will face more significant opportunities and challenges.