Making mattress recycling a reality

Challenge:

Having created a pioneering mattress recycling ecosystem, our client had devised an innovative solution to one of the material science industry’s biggest problems. The challenge? Telling that story in a compelling way to engage consumers, trade and sustainability media, and potential future industry partners.  

Solution:

We devised an end-to-end integrated communication strategy, tailored towards each key target audience. First, we built credibility in the pre-launch phase through organic thought leadership and earned media engagement, pivoting to virtual media relations and sample sharing when pandemic restrictions required. For the launch day, our team curated a hybrid experience with an in-person experience for international and local stakeholders on site at the recycling facility – complemented with a livestream broadcast and virtual specialist panel discussion for wider accessibility and impact. We amplified the story with a webinar, as well as local media and thought leadership activities to connect with potential customers and future collaborators. 

Results: 

• 27 pieces of media coverage 
• 383 in-person and virtual event participants  
• 748 engagements on social media 
• Significant lead generation from industry players across Europe seeking to emulate the innovative recycling ecosystem.