PR News 2016 CSR Awards: Recycling Program

Winner: Weber Shandwick - Rinse. Recycle. Reimagine.

There are many things Americans do to protect the environment, yet most don’t realize the impact of an easy task that only one third of the population does: recycle in the bathroom. So, one of the world’s largest consumer packaged goods companies, Unilever, charged Weber Shandwick to educate and inspire Americans to recycle bathroom “empties” and drive brand awareness.

Enter: “Rinse. Recycle. Reimagine.” In April 2015, Weber Shandwick launched a program which sought to educate consumers about recycling in the bathroom and inspire them to reimagine what empty bathroom products could become.

To help kickstart the recycling conversation on social, Weber Shandwick re-envisioned recycling in six seconds by teaming up with Vine magicians, Zach King and Meagan Cignoli, to create short-form engaging videos that brought #ReimagineThat to life. To incentivize behavior change with consumers, they rewarded participation with a sweepstakes and customized.

Not only did this allow for a deeper interaction, but it also got consumers to think about what they’re beauty “empties” could become. Ultimately, the socially-driven nature of this call-to-action, combined with Unilever’s strong ties to the bathroom, helped create a dynamic cycle of consumer engagement that resulted in quality content and brand linkage.

Not only was this the first Unilever program to use paid media to drive scale and reach for Vine influencer content, but its Vines were looped 17,014,273 times, with 250,650 likes, 3,106 comments and higher engagements than 75% of Zach’s other branded content. Of note, the Unilever offerings were also featured on Vine’s ‘Popular Now’ sections.

And, across paid, earned and owned media, “Rinse. Recycle. Reimagine.” saw more than 629 million impressions.

Honorable Mentions:
• Bank of America - Recycle Now: Small Act, Big Impact
• Mattress Recycling Council - Bye Bye Mattress