E-waste is the fastest growing waste stream on the planet; UK’s leading retailer of technology products and services, Currys, is on mission to change everyone’s relationship with tech for the better, helping its customers to make more sustainable choices so that they can feel good when they buy a piece of new kit.
In alignment with the “Go Greener” campaign, focusing on the promotion of sustainable tech, Currys enlisted Awin to optimise affiliate partnerships and deliver an effective launch campaign for the EPSON EcoTank ET-2820 All-in-One Wireless Inkjet Printer.
Inkjet printers use less energy than laser printers, making them a more sustainable choice for printing needs. The EcoTank ET-2820’s printer can hold the same amount of ink as 72 traditional cartridges, and when the ink bottles finally run dry, they can be put into household recycling.
The Approach
Currys sought to drive traffic and awareness for the EPSON product launch. To meet campaign deliverables, Awin proposed a partnership with with The Independent and Evening Standard. Informative and targeted editorial content can support raising awareness around more environmentally friendly options, even in sectors where “sustainability” is not necessarily the first word that comes to mind.
Both media outlets support sustainability, with the Independent Climate being one of the most popular content sections on its website, reaching circa 2.5m readers every month. Awin leveraged the synergy between Currys, The Independent and Evening Standard and the potential for receptive audience alignment.
In partnership with Awin, The Independent and Evening Standard produced a content campaign centering around a dedicated article on each site with the main KPI set as page views. Both media outlets amplified the campaign through 700,000 MPU native traffic drivers ad impressions, homepage features and in-article placements targeting readers in the printing market.
Objectives
- Drive consumer awareness for the cost-effective benefits of buying an EcoTank printer *up to 90% on printing costs
- Increase education around the environmental benefits of opting for an InkJet printer
The Results
The content amplification campaign proved a resounding success for all parties, delivering high-quality traffic and strong engagement via likes and shares:
- Exceeded page view targets by+350%
- 700,000 total traffic driver ad impressions delivered
- 10,000+ clicks to site
- 600+ total engagements
Myanna Toma, Non-Hardware Go-to-Market Assistant Manager, Currys:
We have run numerous campaigns with Awin that resulted in strong results, particularly around raising awareness of new products and their USPs. Their excellent support, guidance and expertise has resulted in a strong partnership and a much trusted relationship.
