Recycle Your Electrics
Turning Recycling Into Reach
Recycling became relatable. Recycling became shareable. Recycling became clickable.
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.
11M Total Impressions
10.5K Total Clicks
7.49% Organic Engagement Rate
17% Decrease in CPC
57% Increase in CTR
Year
2025
Role
Measurement & Attribution | User Generated Content | Paid Media