In December 2022, GoodSense were approached by Wellington-based B Corp, Method Recycling. They had an exciting initiative launching trans-Tasman in March 2023 and had decided to outsource the extra sustainability marketing and communications support they needed, rather than recruit.
Method Recycling was founded in 2011 and has clients throughout Australia and New Zealand. The new initiative was an Internet of Things technology add on to their core product that, for the first time, enabled the automatic collection of bin-by-bin level data, throughout a company. The challenge with this launch was to reposition the business from being a waste business, providing beautiful bins and support with in-company waste reduction programmes, to one that was also trusted for technology that gives reliable insights into the waste put in the bins.
The sales team needed a strong marketing communications platform to launch the service, with clear messaging of the value proposition, and a warmer environment for sales approaches to large companies that weren’t already customers.
Method Recycling had learned about GoodSense through the B Corporation network. They told us our B Corp Certification made choosing to buy from us easy because, in effect, the due diligence was already done. Our B Corp status gives them third-party certified quality assurance of our environment, community, governance, and customer standards.
In the following months, we co-created with the Method Recycling team the benefits story and trans-Tasman marketing communications plan to launch their new Method Insight tech. Method Insight gives organisations the bin-by-bin data to cut waste.
Through our co-creation approach, we got to learn directly from the founders and the sales team, to make our work as good as it could be. We operated as an extension to Method’s wonderful in-house marketing team (Lee, Kent and Kalypso – you ARE wonderful), collaborating closely to create website and blog content and to run social media and media relations activity.
LinkedIn underpinned the entire campaign and our engagement included not only planning and writing thought-leadership posts, and the long-form blog content they Linked to, but also a strategy and training session with the Method Recycling sales and service teams to support them to amplify the posts throughout the campaign period.
Outputs from our work included: 11 blogs, 5 website pages (plus 2 campaign landing pages), and 8 weeks of LinkedIn posts as part of a LinkedIn strategy. LinkedIn Company Page followers increased 146% during the campaign with Page views and unique visitors also significantly increased. The content-first LinkedIn strategy, championing the major technical innovation through combining blog, third party, team, video, event and web page based content posts created significant uplifts in comments, reactions and re-sharing of Method Recycling LinkedIn Page content. Reposts increased 1,480% during the campaign. Positive media coverage in target publications included: Stuff 3 April 2023 – Microsoft among first to buy NZ-made “bin with brains” and Kia Ora Magazine 1 June 2023.
Our team were able to work on behalf of Method Recycling in liaison with their clients over case studies and media outreach, significantly increasing the capacity of the in-house marketing team to deliver during the peak of the launch activity.
Delivery by GoodSense team members Kate Jamieson leading the project, Kylie Bailey contributing communications strategy and media outreach, Maddy Cooper writing content and Noel Anthony bringing additional in-market insight from Australia under Director Kath Dewar’s oversight, gave the heft and bandwidth needed. Our team’s strong and deep sustainability knowledge meant we could both hit the ground running by understanding the market, but also add value to the strategy and message creation from day one.
The shared goals and passion for reducing waste and climate emissions between the two teams, as well as cultures of collaboration toward the common good, served the project well. Not only has the work been important, fun and satisfying but we’ve made our client happy. Here’s what they said on LinkedIn. Thanks so much Lee and the team!
To find out more about getting your organisation the bin-by-bin level data to cut waste, visit Method Recycling.
To have a kōrero about how we can help make your ethical brand more famous, please do get in touch. We’d love to help