For a team brought up on a diet of coffee, coffee cocktails and coffee-infused canapés, it’s not often we have the chance to work on a sustainability campaign. It is even less often that our work is short listed for Environmental Campaign of the Year, as it is in this week’s PRWeek Awards Asia. That’s why we’re incredibly proud of last year’s Project Upcycle campaign that we developed for Nespresso, to announce the roll out of its national recycling program.
Project Upcycle was a two-week challenge where six leading Australian designers and artists were invited to create an original artwork made entirely from recyclable materials, including thousands of Nespresso coffee capsules. Over 14 days, Nespresso employees, Club Members and Facebook fans watched on as ambassadors crafted watches, sunglasses, cocktail dresses and abstract art from the infinitely recyclable Nespresso capsules.
We leveraged influential stakeholders – employees, celebrity advocates and lifestyle media – to spread the word amongst Nespresso’s customer base and the wider public in store, online and in the news. Local customers were then invited to visit the Boutique to see the artwork created by their local ambassador and most importantly, drop off used Nespresso capsules for recycling.
As a result of the campaign, education of Nespresso’s sustainability program and achievements, as well as its corporate reputation, were enhanced through significant media coverage. We achieved more than 80 pieces of coverage including features in The Australian, mX, Lifestyle.com.au and credible sustainability blogs. 15 media attended the press briefings on the campaign and reveal of the artworks to hear Nespresso talk about its sustainability program. This led to a 1500% increase in sustainability coverage for the brand compared to 2012.
During the campaign more than 35 influencers shared the news on social media including fashion designer Alex Perry and interior design guru, Darren Palmer, commending Nespresso for its sustainability efforts. We also created a campaign website which attracted over 14,000 hits in one month and content for Facebook that reached more than 170,000 Australians during the campaign period.
Most importantly, Nespresso saw a significant increase in participation in its recycling program among employees and Club Members. Feedback from Nespresso Boutique staff indicated that customers had really got on board and were lining up to deposit their capsules on the day the Project Upcycle artwork arrived in store.
While Nespresso Australia’s recycling program is still in its infancy, last year’s Project Upcycle enabled the company to make considerable progress in a short time and laid the foundation for further expansion.
Looking forward to the results of the PRWeek Awards Asia!
By Krystyna Frassetto, a Senior Account Supervisor in our Consumer Lifestyle practice. firstname.lastname@example.org
Image: Contemporary environmental artist John Dahlsen with his artwork. Credit: Weber Shandwick.