The Strategy
Recycling plastic bottles is something a lot of Danes find boring and inconvenient. So, when the Danish Deposit and Return System invited a new group of plastic bottles into their recycling-program, we had to find an entertaining way to remind people to recycle the new bottles. Right now, plastic has a bad reputation. But when it’s recycled, it’s actually fantastic; as it reduces plastic pollution, conserves energy and makes us consume less of earth’s resources. So to get people’s attention, we used the hate against plastic as a platform to deliver a bold, counter-statement: “Plastic is fantastic - as long as we remember to recycle it” To amplify the message, we wanted to use an ambassador the target-group would be surprised by, but also listen to and understand. That’s why we teamed up with a like-minded person with an equal love of plastic: Denmark’s number one Plastic Queen, Linse Kessler.

The Execution
To remind the nation to recycle their plastic bottles, we turned Denmark’s No. 1 Plastic Queen, Linse Kessler, into the ambassador to recycle it. As a popular influencer, beloved reality-star, and well-known animal activist, Linse was the perfect, and most surprisingly obvious, plastic ambassador to capture the hearts of the nation and to change their minds about recycling. In an entertaining film on SoMe and TV, Linse walks you through the history of plastic, from the height of its popularity to its present-day downfall, only to remind people that plastic is indeed fantastic - if only we remember to recycle it. Ending with the call to action: “Let’s make plastic fantastic again. Recycle your bottles.” As plastic is a sensitive subject and Linse a surprising advocate, we anticipated that people would engage with the campaign, and therefore followed up with 45 different videos of Linse answering people’s comments on SoMe.

The Results
The campaign quickly got the nation’s attention, and Linse was invited into several Danish talkshows to talk about the importance of recycling plastic bottles. Within a week, the campaign reached 3.3 millions Danes, which corresponds to 95% of the Danish population: 65% of them were reached organically on social media. Hundreds of thousands engaged with the campaign (more than 150.000 likes, comments and shares across platforms) resulting in an engagement rate 1250% higher than industry benchmarks and performed 350% higher than influencer benchmarks. Other major influencers even started to support Linse and the good cause by sharing the campaign on their own platforms. The campaign gained 83,506,000 media impressions and 2,408,786€ in earned media. Overall the Danes spend more than 15 years watching our content.

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