Whatever It Takes

The problem:

Global Recycling Month overloads social media with similar sustainability messaging. When every brand publishes the same type of content at the same time, platforms struggle to rank it and results flatten. Our brief was to create a social media campaign that could outperform the rest, encouraging consumers to separate recyclable packaging from waste and businesses to sell their post-consumer packaging to the client, directly supporting the client’s business model.

The solution:

We created an attitude, not a campaign. Whatever It Takes extended the brand’s tone by capturing the urgency and persistence of the recycling industry. Initially developed as a series of social reels, it proved flexible enough to become an always-on platform. The messaging remained consistent: consumers separate recyclables from waste, businesses supply post-consumer packaging. In doing so, the work directly supported how the client’s circular value chain operates.

The results:

The campaign delivered strong performance on Meta. Clear, engaging content was prioritised by the platform, achieving an 85% engagement rate, reaching 500,000 users, generating over 2,000 comments, and converting 500 new businesses into active suppliers of recyclable packaging.

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