Municipalities Public Engagement Campaign

With a lean budget, local coffee shop participation and an incredibly collaborative team we got to work to encourage residents to remember their reusable cup when they left the house. Our strategy was to include local artists, baristas, community event organizers and our audience as messengers. We reached out to local artists to create original artwork representing the reusable cup as the hero, we then had stickers made of the artwork delivered to participating coffee shops. Every time a customer came into participating coffee shops with a reusable cup they got a sticker, and were encouraged to post a cup selfie on social media to win local event tickets. The local baristas announced the weekly winners, getting a boost for their business as well as giving our campaign an extra organic feel. At the end of the summer one lucky cup poster won an eBike from a local bike maker. Through a collaborative effort, local participation and an integrated plan we were able to bring this “Cups Up” campaign to life on the street and online.

As this campaign evolved to other locations the execution adjusted to consider the budget or reach, but the core strategy reminds the same – work with local artists, celebrate the cup, and encourage residents and local businesses to get involved. 

The “Cups Up” Campaign has become an inspiration for other BYOC campaigns across the country, cited in industry publications as a best case example of strategic executions that deliver results. In our initial plan, we delivered 4.5 million impressions to residents through advertising and hundreds of people participated in the summer contest. The digital campaign was wildly successful, with metrics including:

• 55.6% increase in Google search click through rates
• 61.2% increase in return on investment for Facebook and Instagram ads
• 30.7% increase in click through rates for Facebook and Instagram
• 39.32% increase in campaign website purchases 
• 91.5% increase in organic search site visitors
• 1,471% increase in site visitors from paid social media