Integrated PR &
Case Study: Friends of Glass – A European community that supports the use of glass packaging for food and drink
Third Rock has been managing the Friends of Glass UK campaign (which has over 100,000 consumer supporters, plus over 85,000 followers on social media), since 2010. The ongoing task is to achieve editorial coverage for the movement, its goals and messages, build active consumer engagement through social media and grow the number of followers and active supporters.
What We Did
Third Rock has applied and continues to create winning strategies and ideas to support centrally-instigated concepts and themes from the Friends of Glass HQ in Brussels. In addition, we develop and implement original stand-alone activity specifically designed to appeal to the British consumer and media.
Working with the campaign’s three key themes of health, taste and the environment, UK tactics combine a number of PR initiatives. These have included partnerships with celebrity brand ambassadors (such as Countryfile’s Julia Bradbury, and TV presenter Cherry Healey), interactive stands at consumer exhibitions (BBC Good Food, The Baby Show, Taste of London and Country Living Fair), and blogger events (Cactus TV’s Kitchens and the Afternoon Tea London bus). Our dynamic social media strategy has helped Friends of Glass UK to consistently be the top performing channel across the network, with regular competitions and promotions keeping the content fresh and engaging, while editorial-friendly surveys, comment and features have secured regular PR coverage.
In 2015 alone, the editorial pieces achieved reached 24m readers, with online pieces scoring 14.8m UMVs (unique monthly views). Over the life of the campaign to date, the UK team have directly recruited over 5,500 new Friends at events and exhibitions and its social media channels continue to top the leader board with over 10,500 Facebook fans, and 4,000 twitter followers.
“Amanda and the Third Rock team consistently delivery creative, engaging and innovative PR work that has achieved excellent results…. their campaign concepts are excellent and have never disappointed”.
Rebecca Cocking, Head of Container Affairs, British Glass