The challenge was to convince Millennials to compost. Research told us the overlap between Millennials and foodies was more than 80%. Our strategy was to capitalize on this by asking foodies to obsess about not just where their food comes from, but where the leftovers go. We wove together influencers, outdoor, display, social, even an original song. As our influencers created their posts, they were added to the web home, creating an ever-expanding list of entertaining, enlightening content. (Yes, you can compost chicken bones.) Check out the site: realfoodiescompost.com.
Increase in Zero Waste awareness
Increase in awareness of San Francisco's composting program
21 influencers reached eight million readers.
Impressions over plan
Our social sharing campaign generated 30% more impressions than was planned.