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Natural Mineral Waters Europe X Campaign for PPWR

Social Media & Comms

THE CHALLENGE

Natural Mineral Waters Europe (NMWE) is a non-profit trade association based in Brussels, that gathers more than 550 natural mineral and spring water producers from across Europe. For the purposes of their campaign, they wanted to establish themselves as a reliable voice regarding the European Commission’s Packaging and Packaging Waste Regulation (PPWR).

With this regulation, the Commission wants to improve recycling practices across the continent and cut down on packaging waste, two goals of the circular economy.

NMWE wanted to be among the top voices supporting and influencing this regulation and important decision-makers.

OUR APPROACH

From March 2023 to March 2024, we ran a digital marketing campaign. The goal of the campaign was to promote NMWE and establish them as an influential voice regarding the PPWR.

The campaign’s message was heard across LinkedIn and X (formerly known as Twitter) in many different forms: videos, illustrations, and single images. If deemed necessary, the content was boosted to increase viewership.

Other than EU decision-makers like PPWR-dealing members of the European Parliament and European Commission, among NMWE’s target audience were: industry stakeholders, SME unions, other beverage packaging associations, the media, and the Brussels bubble.

THE RESULTS

At the end of the campaign, The Right Street Digital produced 55 posts on X alone. During its course, we’ve managed to help NMWE become a part of relevant PPWR discussions on X.

Thanks to a detailed analysis, we have compared NMWE’s ranking to that of other PPWR Influencers. Thanks to our strategy, we’ve noticed an increase in ranking by 13. In 2023, NMWE ranked 23, while the year prior, they ranked 36.

The ranking was backed-up by the fact that the campaign had the potential reach of 69.4K on X.

These numbers showed that more people from the target audience and beyond have interacted with the content. This, in turn, allowed NMWE to make significant bonds with the audience, and establish themselves as a noteworthy voice in the #PPWR discussions.

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