How Did Our Campaigns Perform?
Post-Campaign Analysis
Future Fish and Chips Campaign
11th November 2018
We partnered with top creative agency TWBA for video stunt #FutureFishAndChips. We served unbeknown customers in a Blackburn chippy battered plastic bottles instead of fish. The campaign called for urgent action whilst challenging the population's mentality towards plastic use and waste.
Marketing objective:
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Get more people to take plastic waste as an urgent issue -> make it a problem that will affect them in their lifetime -> so that they reduce their plastic waste.
Campaign statistics:
Watch it here!
Press coverage
Top tier coverage: Reuters, HuffPost, Business Insider, Campaign (Live), PR Week, Yahoo!, Aol.
Below tier: Independent Ie, Belfast Telegraph, Lancaster Telegraph, News 24, Lbb Online, Seafood News, Shots.Net, Latin Spots, TWIPU, Codigo, Campaign Turkey, MMR, Ad Forum, PR Examples, Flipboard.
Influencer coverage:
Twitter: Retweeted by JB Gill (JLS), Dermot O'Gorman (CEO of WWF Australia), Lucy Siegle (environmental reporter), Lily Cole (model).
Parliamentary Event at the House of Commons
11th March 2019
We partnered with The Coalition of Global Prosperity to host Tackling Plastic Pollution: Leveraging British Expertise in the UK and Development Countries, with Sir David Attenborough as keynote speaker. This event attracted over 100 parliamentarians and marked the the launch of our education strategy.
Marketing objective:
1. To be perceived as a trusted, solutions based NGO tackling the plastic crisis -> by showcasing our past achievements and strategy for education -> so that we attract government backing and funding opportunities.
Campaign statistics:
- 12,500 impressions on highest performing Instagram post, and 14.4% engagement rate (between 3.5% - 6% is a high engagement rate).
- 53.6k total impressions over 2-week content posting period.
- Event has launched PO UK's record number of impressions for 2019.
- Day of event generated a 146% increase of users direct to site that day.
- 88.5% user increase over that entire month.
Press coverage:
Top tier coverage: GOV.UK, Mail Online, Bloomberg, Aol, Wired Gov, Bloomberg, Gazette & Herald.
Below tier: Leigh Times, KTN-UK, Coalition of Global Prosperity, TearFund.org, UK Circular Plastics Network.
Influencer coverage: Shared by many MPS, including Mary Creagh, Tracey Crouch and Rebecca Pow. Businesses who attended include CanOWater (drinks brand).
Plastic Rivers Report
8th April 2019
We partnered with EarthWatch Europe, one of the top conservation organisations in the world, to produce this in-depth 20 page report. It took extensive data to improve our understanding of which plastic items are polluting our rivers.
It identifies the top ten most commonly found items, as well as educating consumers on those key actions they can take to reduce their plastic footprint.
Marketing objective:
1. Raise awareness of those plastic items littering rivers -> by using data and an evidence-based approach to education -> whilst encouraging consumers to reduce their plastic footprint by taking a key action.
Campaign statistics:
Press coverage:
Top tier coverage: The Guardian (x2), The Independent (x2), Fast Company, World Economic Forum, Huffington Post, VICE, Global Citizen.
Below tier: EcoWatch, MSN, Retail Times, Waste Management World, Science Times.
Chelsea in Bloom
21st-25th May 2019
We partnered with the Cadogan Estate for Chelsea in Bloom, Chelsea's prestigious annual floral art show.
With the help of design agency Office Twelve, we built a fish netting installation woven with single-use plastic bags. Members of the public were invited to hang a pledge to the ocean, based on a favourite sustainable swap they'd made in their daily lives.
Marketing objective:
1. Raise awareness of our mission and current programmes -> by engaging members of the public on the topic -> getting them to commit to reduce their plastic footprint through an interactive exercise.
Campaign statistics:
- 6.5% engagement rate on best Instagram post (between 3.5% - 6% is a high engagement rate).
- 15.4k impressions across the 5-day event, and content-posting period.
- 2.6k users visited the site that week.
- 50.8% more users visited our site the day Chelsea in Bloom started, compared to two months ago.
- Approximately 500 pledges hung by the public.
- £1100 funds raised in total.
Press coverage:
Top tier coverage: Evening Standard, The Telegraph.
Below tier: Retail Gazette, Londonist, The Resident, Luxury London, The Handbook, Homes and Gardens, House Beautiful, The Walpole, Draker, Country and Townhouse.
Almost History
World Ocean's Day Video Campaign
This video marked the launch of our new education website on 8th June. It featured children moving books on marine life into the 'Almost History' section of their library to highlight the fragile state of our oceans. This call to action hoped to point children of all ages, educators and parents towards our free educational resources.
Marketing objective:
1. Get as many people as possible to visit our new education microsite on WOD -> by creating a moving video where children voice their concerns -> so teachers and families take urgent action and download our education materials.
Campaign statistics:
- 13.5k impressions on Twitter on main campaign video, and 150 engagements. This post had the highest reach of all in June.
- E.R. and visitors to education microsite- TBC.
Press coverage:
Top tier coverage: Global Citizen UK.
Influencer coverage: Reshared by Hugh Fearnley Whittingstall on Twitter (famous chef) and Joselyn Dumas (actress & TV / Radio host), Gemita Samarra (documentary producer) Emily Warburton-Adams (celebrity), Monty Halls (TV broadcaster), Sophie Hellyer (TEDx speaker/ surfer), Tanya Streeter (freediver).
Learnings / Feedback:
- Pro-bono agency issues; lack of budget and control. Influencers reported the video didn't have the right dimensions for sharing. Bigger agency relationship (TBWA) worked better.
- Team stress; we had to pull our Ocean Discovery materials the week before the launch, which placed added stress on the team.
- Lack of journalist coverage; despite contacting national journalists two weeks before, none of them covered the story. Was there not a strong enough call to action?
- Longer time needed on the creative; better marketing strategy needed for driving people towards our education resources.
