The Challenge: Recycle Your Electricals needed to build nationwide awareness and drive action, first for Wave 1, then for the Great Cable Challenge ahead of IEWD. The task: make electrical recycling culturally relevant to 18-35s, cut through passive awareness, and convert attention into measurable clicks, all via creator-led content. The Idea: Shift from educational messaging to culturally embedded storytelling. Instead of telling people how to recycle, we showed it through creators whose niches already intersected with electricals, gaming setups, DJ decks, “drawer of doom” declutters, skit-based humour and lifestyle content. Recycling became relatable. Recycling became shareable. Recycling became clickable. Long-form influencer content for awareness + credibility Short-form cutdowns engineered for paid performance Cross-platform rollout across TikTok & META Even spend distribution + creative testing to identify high-CTR formats The Impact: 11M Total Impressions 10.5K Total Clicks 7.49% Organic Engagement Rate 17% Decrease in CPC 57% Increase in CTR