What changed
Our work in figures
Case study: Echologika
Finding the right customers,
and getting noticed
Echologika makes a clean, degradable bin system that removes the need for plastic bins and liners. In fifteen weeks it went from talking to everybody to being known by the people who could actually place an order.
Client
Echologika
Sector
Sustainable products, FMCG
Services
Audience research, positioning, messaging, LinkedIn, email marketing, content, lead generation, website
Duration
15 weeks
Delivered
In partnership with Zoozly
SDGs supported
The challenge
A product almost everyone could use, and no clear path to a buyer
The carbon savings are real, the bin does what it says, and almost everyone who has ever emptied one could use it. Commercially, that breadth was the problem, because a brand that speaks to everybody gets lost in a sea of sameness.
The work started with positioning: who actually decides, what would they need to believe, and where would they have to meet Echologika to start listening.
Concern about plastic was never the barrier. What these buyers lacked was a number they could defend to whoever holds the budget.
What the audience research revealed.
What we uncovered
The buyers were specific, and they were reachable
The audience research came back with a clear picture of who signs off a change like this: an operations or sustainability lead with a target to hit, enough budget authority to move without a procurement battle, and a desire to put changes in place quickly, without extensive staff training.
Underneath that sat clear segments, hospitality groups, education, festivals, venues and event caterers, plus sustainability-focused organisations, each with its own reason to care and its own language for caring about it.
That research turned a general product into a set of specific propositions, and it determined the strategy too: these buyers needed to see the cost of the choices they were making: in oil, energy and emissions, putting evidence behind their sustainability decisions.
How we worked together
Positioning first, then outreach and visibility
Each segment had its own strategy, tailored to what they needed to hear. The content, emails and the outreach were built around it.
The Beyond the Bin calculator
Enter how many bins and liners you get through, and instantly see the oil, the energy and emissions sitting behind them. Built as a lead magnet, it was shared across Echologika's community and became the most visited page on the site.
A full website refresh
The old site was working against the marketing, so it was given a full refresh and relaunched alongside the calculator.
Introductions
We introduced the founder to Sustainability West Midlands and to the team behind Sustain Unconference, and Echologika went on to supply the bins for the Sustain event in Birmingham.
LinkedIn, rebuilt
The company page and the founder's profiles were reworked from the ground up. New About sections, a new banner, new imagery, and then a content rhythm that held week after week. The FAQ series and the posts explaining why anyone would move away from plastic did most of the work, and the founder went from an occasional poster to a recognised voice in the sector.
A weekly newsletter, with targeted sends
A weekly newsletter going out to six audience groups, with separate sales emails written for hospitality, schools and venues to target each of them directly.
61.8%
email open rate, more than double the ecommerce average
0.22%
newsletter unsubscribe rate
1,431
new followers on the founder's personal profile
3.3% to 9.1%
company page engagement, first month to last
1,820
views of the calculator, the most visited page on the site
175+
conversations opened by the direct messaging
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Open rates held above 60% for the whole engagement and almost nobody left the list, because each audience group was reading something written for it.
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On one of the best performing posts of the first month, 49% of the people reached were senior or working in environmental services.
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When the new site launched: the bounce rate fell 30% the day after, and the calculator became the most visited page on it.
The message in one page
A number they could put in front of a finance director
Buyers needed something they could show other people, rather than another reason to feel bad about plastic. The calculator gives them a figure they don't have to take on trust, and it turned out to be the page with the highest traffic on the site.
The content
Different audiences, different conversations
The posts, the emails and the outreach were built segment by segment, so each one answered the question that particular buyer wants answered.
New brand style
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What their customers are saying
"The bins have solved a real problem for us. At high-end events, nothing we had before was suitable to meet our brand ethos. Echologika's bins look professional, align perfectly with our sustainability values, and they're strengthening our BCorp certification with real, measurable carbon reductions. It's the simplest switch we've made, no training needed, just immediate results."
Tommy, General Manager, ChangeKitchen
"Our attendees appreciated that we could offer a sustainable solution to a notorious problem: plastic bin bags. All food waste collected by ChangeKitchen goes to a Birmingham composting project and the transport of the food waste from an event to the composters was a missing link in our sustainable supply chain. We will gladly use the bins at future events."
Beate Pesian, Founder, Sustain Unconference
