Cup Bottle Lunchbox | Impact Report 2023 | Hubbub

Cup, Bottle, Lunch Box 2023 campaign results

The problem: single-use packaging

Each year in the UK, we get through over:

(WRAP, 2022)

(The Environmental Audit Committee, 2017)

(Hubbub polling, 2019)

While using your own reusables sounds like a simple enough solution to reduce single-use packaging, it’s easier said than done. of people intend to use a reusable but don’t have it with them, at least once a week (Hubbub polling, 2023)

The solution: Remember your reusables

With funding from Ecosurety, Bunzl and Starbucks, we ran a month-long digital campaign between November - December 2023 in London, Bristol and Glasgow. The campaign targeted commuters, who are most likely to be buying food and drink in single-use packaging while on-the-go.

The campaign aimed to:

Light the spark:

Make commuters aware of the benefits of choosing reuse – saving money and reducing waste.

Change behaviour:

Make commuters more likely to remember their reusable cup, bottle and lunch box.

The campaign theme:

So how can we help commuters remember their reusable cup, bottle and lunch box?

We all have those funny hacks to help us remember the important things in life, like your passport before going on holiday, or the keys/wallet/phone check before leaving the house. The #WhatsYourHack campaign theme developed from this idea, and the end result was a hero video featuring:

• An intriguing storyline centred around these hacks, from practical methods to more extreme ideas, to help commuters be more able to remember their reusables and tackle the issue in a playful, unexpected way

• Key messages focussed on saving money and reducing waste, along with social norming cues, to motivate commuters and make them more willing to use reusables

• Relatable scenarios and characters, to engage with commuters and help them see how reusables can fit into their daily routines

Other campaign content replicated this theme from different perspectives to help normalise and embed the use of reusables.

I like that it's a bit more light hearted and silly. There are also things people can relate to in their everyday lives, which may help them remember more.”

- Survey respondent

Campaign content

Hero video Influencers

A 60s hero video, promoted to our target audience as 30s and 10s ads on digital platforms

An event with performers in Bristol to engage commuters in person

Filmed during the launch activity to retarget the campaign audience with new content

6 videos by 4 social media influencers from London, Bristol and Glasgow, to share the campaign’s message from new perspectives

To help businesses to encourage their employees to choose reuse, distributed via Hubbub’s business newsletter

Campaign impact

3.4

77% of people who watched the campaign’s hero video agreed that it encouraged them to use reusables

71% of people agreed the video had made them more likely to remember their reusables

70% of people agreed that the video had made them more aware of the benefits of using reusables, e.g. saving money and reducing waste

38% of people said they’d increased their use of reusables while the campaign was live (Survey with 83 respondents)

Key takeaways

Have more focused activity to engage with businesses if this is a priority 1 2 3 4 5 6 7

Focus the campaign on one specific behaviour to keep the message clear and succinct

Keep video content short & snappy on socials to get the key message across as quickly as possible

I really like that it’s entertaining and funny. It keeps you invested in the characters like the guy who left his keys in the fridge. I also like the bold captions as it’s visually commanding.”

- Survey respondent

Use a playful, relatable storyline to engage the audience with the key message

Use influencers to repeat and embed the campaign with local audiences through different channels and content

Use a clear statement, rather than a question, as the main call-to-action, to encourage behaviour change and maintain consistency across the campaign content

Include more informal content in the campaign, such as the vox pop and influencer videos, to get good engagement from the campaign audience

Hero video

Across Meta (Facebook and Instagram), TikTok and YouTube, the hero video received:

2.2 million+ impressions 751,000+ high quality views*

Measurement

The budget was split evenly across the three cities, however Glasgow received the highest number of impressions and high-quality views. Best performing location: Glasgow Best performing platform: Meta and TikTok met our benchmarks, but YouTube received the most impressions (51%) and high-quality views (75%) across the three platforms, with the lowest cost per result of all the ads.

I think the video only makes us realise the importance of reusing, reducing waste and saving the planet. Love the storyline.”

- Survey respondent

The 30s video performed best on YouTube as it had a longer viewing time.

The 10s video performed best on Meta based on impressions and views

Play hero video

Launch activity and vox pop video

To celebrate the campaign launch, we engaged with our audience at two locations in Bristol – St Nicholas Market and Cabot Circus shopping centre.

Actors from Ministry of Fun played reuse-themed songs on ukelele before asking commuters about their use of reusables.

We had conversations with 50 people and distributed over 100 postcards, directing people to watch the hero video.

A videographer created a vox pop video, which was used to retarget the campaign audience with new content.

The vox pop ads were shared on Meta and YouTube, with the Meta ad performing above our benchmark*.

570,000+ Voxpop ads seen times 180,000+ high quality views Received *no YouTube benchmark available

Play vox pop video

Influencer content

4 influencers from London, Bristol and Glasgow.

6 videos shared on Instagram and TikTok.

The videos reinforced the key campaign messages, with influencers sharing hacks to remember their reusables and the benefits of using them.

Total views / engagement: 369,557 views 6,102 engagements (likes/comments/saves)

Comments:

95 total comments

68% positively supported the campaign 18 comments sharing a hack or saying they’d try one.

Influencer content

@savannahsachdev

101,429

81,191

22,191

Business guide

We created a digital resource for businesses and workplaces to share internally with their employees to encourage them to remember and use their reusables. The resource was shared through Hubbub’s business bulletin and linked to on the campaign webpage.

Surveying

A survey was promoted through Meta ads, retargeting people who had seen the hero video ads, to find out about:

• Their reuse behaviours

• Their opinions on the hero video,

• Whether their reuse habits had changed since seeing the hero video.

83 survey responses:

London-based

Bristol-based

Glasgow-based

owned a reusable cup, water bottle or lunch box

remembered having seen our hero video or a short version of it before

believed they had increased the use of their reusable cup, bottle or lunch box over the past month (when the campaign was live)

agreed that using reusables saves money and reduces waste

agreed the hero video encouraged them to use reusables

agreed the video had made them more likely to remember their reusables

agreed that the video had made them more aware of the benefits of using reusables e.g. saving money and reducing waste

Thank you!

Thank you to Ecosurety, Bunzl and Starbucks for supporting this campaign, and to the other partners involved in creating the campaign content. The insights and learnings from this campaign will now inform Hubbub’s future campaigns and communications on encouraging the use of reusables.

Visit campaign page