Recyclebank cuts through clutter on Earth Day

Recyclebank rewards consumers for taking green actions with points redeemable at more than 3,000 local and national partner businesses.

Client: Recyclebank (New York, NY)
Agency: Bateman Group (New York, NY)
Campaign: Share Responsibility for the Planet – Visualizing the Impact of Eco-Action
Duration: March – April 2012
Budget: $6,000

Recyclebank rewards consumers for taking green actions with points redeemable at more than 3,000 local and national partner businesses. For this year's Earth Day on April 22, the company and AOR Bateman Group developed a “Share Responsibility for the Planet” infographic that visually illustrated how small behavior changes made by social media and other digital platform users can positively impact the environment. 

“Earth Day is crowded,” explains Jeff Harse, Recyclebank's senior PR director. “Every year we extend it to a month-long initiative to broaden consumer awareness of positive environmental behavior. This infographic was a different way to get a story out, and it allowed us to own the conversation across social and traditional media.” 

Strategy
Linking positive environmental impact statistics to social media and other digital platforms was a fresh approach that extended relevancy to a broad number of consumers. Harse notes the idea of “sharing” responsibility for the planet resonates particularly well with social media users.

“There's a bit of fatigue with infographics,” says agency SVP Tyler Perry. “We needed to package Recyclebank data in an interesting, visual, and timely way and make it as viral as possible to extend it. Maybe not everyone considers themselves green, but almost everyone is active on some digital channel.”

Media relations and social media outreach drove engagement.

Tactics
Traditional and online outlets covering consumer, green, business, and digital media topics were targeted. The infographic was released the week of April 16 (under embargo until April 22) to select top-tier outlets, such as Mashable and the Huffington Post.

Recyclebank.com and the company's Facebook, Twitter, and Pinterest pages housed the infographic. It was also emailed to Recyclebank's membership (nearly 4 million) and to ambassador bloggers.

Statistics were highlighted in various Facebook and Twitter posts.

“LinkedIn was also a huge driver,” Harse says. “Among Mashable readers, clicks to share on LinkedIn were higher than Twitter.”

Results
Recyclebank.com visits hit an all-time high in April, up 151.5% over April 2011. And visitors spent twice as much time on the infographic than the average time spent on other website content.

April 19 to 26, the infographic garnered 1,446 Facebook likes, up 500% over the average for a piece of content; 1,100 Facebook shares; 3,000 tweets; 840 LinkedIn shares; and 505 pins on Pinterest. 

Thirty-one stories in outlets such as Reuters, AP, and MSNBC reached nearly 115 million, which Harse says was the biggest audience reach of any campaign in the last year.

Future
The team is planning a sustainable action campaign to kick off back-to-school season.

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