Bring Back Heavy Metal | 2018 Impact Report | Hubbub

#BringBackHeavyMetal I M PA C T R E P O R T 2 0 1 8

W W W. H U B B U B . O R G . U K

ABOUT The Campaign

2018 Ambition

178 million batteries are estimate to be stashed in UK homes. Batteries contain heavy metals that can be reused, but instead they often end up in the bin.

• Build on the 2017 campaign, boosting the campaign’s visibility and profile - promoting the issue and the availability of recycling points through a highly targeted public engagement campaign online.

#BringBackHeavyMetal is a campaign created

by Ecosurety and Hubbub to encourage people to take part in a month-long battery amnesty and recycle their batteries off at their nearest collection point.

• Utilise key stakeholders and influencers to boost reach and engagement among key audiences.

• Identify a headline retailer to back the campaign, and support them with the materials needed to engage their customers.

APPROACH

Communications campaign:

• Build on the bold, iconic imagery and messaging that was used in 2017.

• Promote Curry’s PC World home battery collection via blogs and articles for specialist media.

Intelligent, targeted advertising:

• Audience profiling.

• Target messages to specific audiences.

• Use key influencers.

• Execute targeted adverts.

• Use google ads.

Retailer engagement activities:

• Build on existing relationships.

• One headline retailer (Curry’s PC World) to back the campaign in all of their stores.

TA R G E T A U D I E N C E S “The ‘mildy concerned’ environmentalist’’ People who recycle, engaged in the issue of plastic pollution, beginning to switch to reusables.

“The regular shoppers’’ People who are in the habit of going to the supermarket or shops that have battery collection points.

“The Conscientious Parent’’ People who want to protect the environment their kids are in, reduce hazards and clutter.

USING AMPLIFIERS

Targeted Ads: Reach 24,390 Impressions 28,038 These ads ran from varying lengths from 2 - 11 days.

They were set to specifically target a variety of groups from parents, gamers, people with an interest in UK recycling / zero waste.

Pre campaign Post campaign views views 0 General campaign video

215,909

2,790 Mum vs Cupboard

25,858

2,888 Grandad vs Drawer

24,292

Daughter vs Remote

36,546

10,839

Ads were served 3487 times

Recycle Batteries Campaign

Led to 315 clicks through to the website

Recycle General Campaign

Buy Batteries Campaign

395 tweets 199 contributors 1,328,966 reach Main contributors: local authorities, waste management and environmental organisations

SPECIALIST MEDIA 8 print and online articles about Curry’s PC World Battery collection: • • • • • • • •

Clearly Mag Commercial Waste edie.net Business Green Lets recycle.com Evirotec magazine Ethical marketing news Materials Recycling World (print)

All articles for 2017 and 2018: https://rlsd.co/p/4f52

R E TA I L E R E N G A G E M E N T

MORRISON’S COMPETITION

WEBSITE Unique visitors 2,562 (Up 22.2% from last year) Sources of visits • Social traffic (34%) dominated in October but Google paid advertising also key traffic driver to the BBHM website.

• Paid search also has a lower bounce rate than social.

Pages visited Home page (1560) Battery locator (1521) Recycling locator • 77% of people who clicked through to the BBHM locator page clicked on the widget.

• The total number of widget searches for battery recycling location was 1165 (Up 116% from last year).

K E Y R E C O M M E N D AT I O N S Use targeted ads The bounce rate suggests it’s likely that targeted ads intervening at key micro moments in the audience journey e.g. when people are searching relevant keywords and have more intent in what we have to offer - is an effective way of driving the right people to the website.

Intervene at key moments Build on micro moment insight and add ‘Recycle your battery’ buttons to retailer partner websites for when people are ordering batteries online/ doing click and collect. Try targeting ads at other moments in the calender year when people may be thinking about batteries/ battery recycling.

This could be alongside the annual monthly awareness campaign.

Use incentives for influencers Influencers can be difficult to get on board but when they are they can effectively engage audiences. We’d recommend experimenting with different incentives to boost participation.

Maintain and build the supporter base Retailers, local authorities and other relevant waste and recycling organisations are likely to share content on social media if the assets are there, it’s easy to do and they’re given plenty of notice.