PR Case Study: Pelican Communications – Steel for Packaging
Pelican Communications helped the Association of European Producers of steel for packaging (APEAL) to promote an animation highlighting the benefits of steel packaging.
Campaign: Steel for Packaging
Client: APEAL – the Association of European Producers of steel for packaging
PR Team: Pelican Communications
Summary
APEAL produced an animation to highlight the role steel for packaging can play in helping to achieve the goals and objectives presented in the European Commission’s Circular Economy Package (CEP).
As specialists in the packaging sector, Pelican Communications promoted the animation campaign and adopted a multimedia, integrated approach that utilised digital and traditional media platforms to achieve global reach.
Objectives
The aim of the campaign was to highlight the benefits of the circular economy and the role steel for packaging can play in helping to achieve the goals and objectives presented in the European Commission’s CEP.
The campaign was specifically targeting politicians, legislators and influencers within the Brussels political community and environmental sector.
The key messages to promote were:
- Understanding why this package is important for everyone in Europe
- The positives in terms of resources and emissions, savings, jobs and trade balance improvement
- How some materials, such as steel, are already circular
- The saving of energy resources and emissions achieved by recycling steel
- Unique properties which make steel a model material for a circular economy
Strategy and implementation
Pelican decided that the animation would be best shared across Twitter, LinkedIn and Facebook, using the hashtags #circulareconomy and #steelpackaging where appropriate. It also capitalised on existing third party hashtags, such as #zerowasteweek, to help increase engagement.
The agency also ensured that content was search engine optimised, while APEAL also uploaded the video to its YouTube channel, boosting optimisation.
Pelican also targeted traditional press coverage in European titles with an online presence, ensuring that these titles were able to publish the animation alongside any coverage.
Results
Pelican and APEAL used were the impressions and engagement measurements from each social media platform’s analytics as their key campaign KPIs. The reach achieved through traditional media channels was measured through existing knowledge of circulation figures.
- The first Twitter post sharing the animation gained 4,941 impressions
- The campaign’s top LinkedIn’s post achieved 1,345 impressions, 11 clicks, 15 social interactions and 1.93% engagement
- The video on APEAL’s YouTube channel has been viewed 1,300 times to date since it was launched (with over 3,000 views if known member and partner platforms are included)
- The animation could also be found on the APEAL website, with social media activity used to drive traffic directly to the link and in turn to the site.
- The campaign was recognised with a Bronze Award at the European Association Awards
APEAL and Pelican were delighted with the results and reach of the campaign, given the small target audience.
