#PPWR Campaign – How to get the MEPs to care about bottles

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THE CLIENT

Natural Mineral Waters Europe is a non-profit trade association, that protects and supports the rights and interests of the natural mineral and spring water industries in front of both EU institutions and international organisations. Among their causes, they also support good hydration, a circular economy, and environmental and sustainable management best practices.

THE CHALLENGE

Natural Mineral Waters Europe (NMWE) supported the European Commission’s Packaging and Packaging Waste Regulation (PPWR) to improve recycling practices across the continent and cut down on packaging waste, two goals of the circular economy.

The main goal of the campaign was to enlighten MEPs about the PPWR and its impact on the industry, as well as to promote NMWE as a reliable partner with the Commission in developing the PPWR. In a nutshell, they aspired to participate in the establishment of packaging regulations throughout the European Union.

NMWE aimed to safeguard the interests of their industry throughout the campaign, especially against the factors that posed a significant threat. Finally, they wanted to stand out from other major players by keeping an active and creative internet presence that could reach decision-makers.

OUR APPROACH

We ran a multimodal digital campaign from March 2023 to March 2024 to promote the association’s mission to protect natural waterways’ high safety, quality, and environmental standards. NMWE’s message was reinforced by LinkedIn and X/Twitter posts (videos, illustrations and single images), as well as notable website articles.

Our target audience included EU decision-makers, such as PPWR-dealing members of the European Parliament and European Commission, industry stakeholders, SME unions, other beverage packaging associations, the media, and the Brussels bubble.

We tracked campaign reach, follower numbers, and engagements on both platforms to evaluate its success. We also measured success against notable engagements from key players.

THE RESULTS

Over 100 posts on LinkedIn and 50 posts on Twitter supported the campaign, resulting in impressive organic and sponsored reach. The content on LinkedIn received over 500,000 impressions, 5400 engagements, and 80,000 views. In comparison, our X/Twitter content garnered over 2 million impressions and over 5,000 engagements.

An additional benefit of our strategy was a thirteen-rank improvement for NMWE in the category of “influencer measured by engagement” compared to 2022.

By maintaining a consistent cross-channel communications strategy, identifying the right stakeholders and target audiences, and utilising creative methods to communicate complex topics, we were able to bring together NMWE and key decision-makers to be part of the wider conversation and mobile support for industry demands.

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