IVBO sets the tone with an influencer campaign
Sorting waste? Young people do it, but not always correctly. IVBO and Fost Plus wanted to tackle that, without wagging a finger. The question: how do you get a target group that is harder to reach with traditional awareness campaigns talking about their sorting doubts? Our digital marketers had an answer in no time, and it came as a rap.
A campaign in youth speak
IVBO is the Bruges intermunicipal company responsible for waste collection and processing. Together with Fost Plus and other partners committed to the selective collection, sorting and recycling of household packaging waste, such as IVVO, IMOG, IVIO, Mirom, AGSO Knokke-Heist and IVOO, it was looking for a way to reach young people in the region and convince them, in their own lingo, to sort correctly.
With the Recycle Rap, we developed a campaign that taps into how young people consume content today: fast, relatable and entertaining. Together with influencer and West Flemish rapper Skumic, we turned typical sorting dilemmas into three short, original rap videos. Topics such as greasy pizza boxes, hazardous waste and PMD myths got a fresh, cool twist.
Socials and website as the go-to channel
We distributed the videos via TikTok, Instagram and Facebook, channels that fit the world and timeline of the target group.
The influencer posts linked to a dedicated landing page, where visitors could check their sorting doubts right away. With short FAQs, extra context and one clear call to action: download the Recycle!App and you’ll always know what goes where.
So no dry lesson, but a campaign that strikes the right tone, sticks and, above all, encourages the right behaviour.
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