Statiegeld
Briefing
More than 600 million large and 900 million small returnable bottles are sold in the Dutch market every year. Statiegeld Nederland has the goal to recycle 90% of these plastic bottles and thus contribute to a cleaner country.
To stimulate this, there is a deposit on both large and small plastic bottles of soft drinks and water. Most people know this, but return rates for especially the small bottles stay relatively low.
Therefore –as part of a nationwide campaign– Storyboard was asked to take responsibility for the influencer marketing part with a focus on younger than 30. We were tasked to help encourage returning small plastic bottles, which leads to a positive impact on the environment and a cleaner and more sustainable future.
Approach
With the help of our talent matchmaking research methodology SIA., we found out who the most suitable creators for the job were: Kalvijn, Milan Knol and Sjaak.
We challenged these household names with one simple question:
“Who can earn the most in one day by collecting and returning small plastic bottles?”
Obviously, our creators mention why returning small plastic bottles is important, but they keep their content fun and light-hearted. In dynamic and hectic social videos that where posted across both Instagram and TikTok, we see them move heaven and earth to collect and return as many small plastic bottles as possible.
Results
On top of the massive following that Kalvijn, Milan and Sjaak already have, we thought of a viral sharing mechanism to help spread the word even more. The winner of the challenge could give away the total amount raised to one lucky follower. Followers just had to do one thing: tag a friend.
Quantitative results:
Impressies: 4.217.638
Engagements: 222.035
Average ER: 10%
More importantly, an effect study is currently being conducted. Curious to learn more about how this campaign changed the behavior of the target audience? Feel free to reach out to us.