NYC Recycles “We Are New York” Campaign
Social Media Engagement
CLIENT: Department of Sanitation
A new communication and content strategy to showcase relevance and push brand messaging in a way that encourages engagement.
Shift from procedures and “bulletin board” messages to showcasing why New Yorkers recycle in order to create an emotional connection to recycling. Also holding a weekly contest in which the audience would guess the location of “Binnie” characters in the city for the chance to win their own set.
In one week, NYC Recycles’ audience grew by 17% and engagement increased 281%. The Binnies contest had over 1,000 submitted answers and had 8 times higher engagement compared to the average social post.