Working in close partnership with Plug and their ‘for environment’ product, we were tasked with creating and executing a series of programmatic campaigns that aligned with BIFFAs core brand values.
Challenge
Waste management is often seen as a background service, with the public largely indifferent to what happens once their waste is collected.
The “What Iff?” campaign aimed to challenge this apathy by sparking thought-provoking questions about the future of waste and the environment. “What iff waste wasn’t wasted?”
Solution
Our "What Iff?" campaign used advanced digital media strategies, partnering with Plug, SeenThis, and Lumen to create targeted, low-carbon ad placements with instant-loading video formats and precise audience targeting.
Effectiveness
63% carbon reduction against industry benchmarks
+404% attention Per Mille (APM) against industry benchmarks
0.66% click through rate
11.5 sec average video view time
+176% dwell time against industry benchmarks
“ Working with December19 on the BIFFA 'What Iff' campaign showed us the power of shared values in driving impactful results. Focusing on sustainable media whilst trying to change the way people think about waste was the perfect approach to this campaign. The results clearly showed that sustainability and performance can succeed together.”
Head of Demand Generation, Biffa
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