Plug Your Plastic Use with Hayley Tamaddon  

Our research uncovered that almost 2 in 3 people in the North West think the majority of plastic in the ocean comes from litter. However, a mere 13% said they would always pick up rubbish in the street. This shocking stat underpinned all activity across our year-long campaign and provided newsworthy hooks, which generated extensive coverage across print, online and broadcast.

We developed tailored versions of the launch press release to ensure maximum traction with local, regional, and hyper-local publications. The print and online sell-in was supported by a dedicated broadcast day with Hayley, using both the research results and Hayley’s top tips as the news hook. Pier secured pre-recorded and live regional coverage in key outlets including Liverpool Live, Salford City Radio and Coastal radio, reaching an estimated audience of 5 million.

To add further depth, authenticity and local insight to the story, Pier featured dissertation research from a final-year University of Lancashire student who was examining local plastic pollution along the Fylde Coast. We secured print and online coverage in prominent North West based publications such as Lancaster Live, Lancashire & North West Magazine and Blackpool Gazette, achieving an estimated reach of 8 million.

Pier also created a toolkit, which was disseminated to key stakeholders and included an overview of the campaign, key research findings, sample blog / e-newsletter copy, social assets and sample posts, and campaign top tips and advice from Hayley Tamaddon. Partnering with two micro influencers based in the North West meant we were also able to create bespoke content to help to raise awareness of the campaign and highlight exactly how residents and local businesses could make tangible steps towards changing their daily habits.

As an extension of the partnership with Hayley and to provide members of the public with an incentive to plug their plastic use, Pier executed a successful high-value prize social media competition via Hayley’s Instagram account. Hayley created a ‘day in the life’ style video which weaved in her top tips on reducing plastic use to highlight to followers how simple everyday actions can make a big change, in turn inviting her followers to share their own advice.

Would a celebrity ambassador elevate your brand and lead to exciting, untapped audiences? Talk to Pier about finding the right fit.