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Building awareness for a better paper cup
A creator of sustainable technologies for paper coffee cups spreads awareness of the recycling challenge they pose
Building awareness for a better paper cup
A creator of sustainable technologies for paper coffee cups spreads awareness of the recycling challenge they pose
Ask
With a new water-based polymer formulation in the works, BASF Dispersions and Resins wanted to spread awareness of their latest paper coating and educate everyday coffee drinkers about the waste generated by paper coffee cups, challenging the assumption that they are recyclable.
Solution
On Twitter, we created a social campaign to generate awareness of BASF’s new formulation using the hashtag #WhatAboutTheCup. The organic campaign aimed to plug BASF into the online discussion of coffee and paper cups, so we used specific hashtags and keywords to inform regular coffee drinkers about the recycling challenge most paper cups pose and why they end up in landfills.
The second prong to the campaign was a paid campaign focused on targeting industry experts, sustainability advisors and procurement professionals who buy paper cups for their business. Additional targeting parameters included location, influencers, popular hashtags and keywords.
With over half a million impressions, the campaign was able to elicit more than 20,000 link clicks, increasing new site sessions by 75 per cent.
