Client: Recyclebank (New York)
PR agency: Bateman Group (San Francisco)
Campaign: Green Your Home
Duration: February-June 2011
Budget: About $150,000
Recyclebank had always focused PR on its curbside recycling rewards program. In January, it expanded the program so that individuals not served by curbside recycling could be rewarded for everyday green actions.
To achieve Bateman's goal of making Recyclebank a household name, it needed to spur participation in its program by positioning the brand as a go-to resource for green living. Enter "Green Your Home."
"It's part of a strategy to motivate positive, eco-friendly behavior," says Javier Flaim, global marketing SVP of Recyclebank. Bateman partnered with green living expert Danny Seo to raise awareness, while Recyclebank joined Gravity Media to design a game that provided tips and challenges and awarded points and prizes, including an $18,000 green kitchen makeover.
Bateman reached out to green-living and mommy bloggers and Recyclebank promoted the contest to members via Facebook and Twitter. Recyclebank also partnered with Google and ROI Research to measure the challenge's success.
Five hundred blogs and more than 4,000 tweets helped spread the word. Personalities such as Dr. Oz, Ellen DeGeneres, and Nate Berkus promoted the campaign. Inc. and CNET published articles regarding the Google and ROI partnership.
Recyclebank saw a 112% increase in new online visitors and the average time spent on its website tripled. Fifty-four percent of participants said they are "very" or "extremely likely" to take green actions as a result of the challenge.
"Recyclebank is definitely a go-to resource for our members to learn how to lead a more sustainable life," says Flaim. Recyclebank has since created the season-themed Green Your Vacation Challenge and the Green Your School Year campaign. "We recognize that education is instrumental in moving people toward greener actions," he adds.