The business challenge
Helping to grow a brand to become Australia’s leading provider
Ecocycle Australia (formerly CMA Ecocycle) is Australasia’s leading recycler of mercury, lighting, batteries and e-waste. In addition to consumer recycling programs, they work with the mining, gas and petroleum industry, as well as the dental and medical sectors.
Following a change of ownership, Ecocycle needed to relaunch their brand online. The business was focused on aggressive growth and a new digital presence was crucial to reflect their market-leading position while driving online lead generation.
The insight
Overcoming lack of awareness and participation
The recycling industry faces challenges from consumer awareness and participation, with 80% of household batteries ending up in landfill.
Improper disposal of batteries and mercury-containing products poses significant environmental risks, including soil and water contamination. Raising awareness about these hazards is essential to motivate consumer participation in recycling programs.
“Assemblo has helped Ecocycle become Australia’s largest mercury recycler, generating hundreds of qualified leads every month through their marketing activity.”
– Nick Dodd, General Manager, Ecocycle Australia
The idea
A focus on education, sales and driving behaviour change
Working with Ecocycle, we developed a strong presence for the Ecocycle brand, both online and offline, with a focus on education and conversion.
We worked to produce hundreds of original articles over several years, which were shared via social media, organic search, emails and paid ads, to drive education and sales support.
Targeted campaigns informed business and consumers alike about the environmental impact of improper disposal and the availability of convenient recycling options. Existing incentive programs were leveraged and we supported Ecocycle in collaborating with retailers to promote in-store recycling programs and provide information at the point of sale.
Through a deep brand strategy workshop, Assemblo worked closely with Ecocycle to develop an information architecture that would simplify the user experience on their site and build logical user-centric funnels to lead users toward conversions.
The fully-responsive website featured an in-depth news and media section to help educate, inform and support a complex content marketing strategy to leverage search, SEO and social media.
The site was supported with the creation of regular, high-quality articles that were promoted via social media channels and further amplified with advertising on Twitter, LinkedIn, and Facebook.
The impact
Assemblo worked with Ecocycle between 2013 and 2020 to establish and maintain a highly-effective lead generation funnel and an impressive digital and industry presence.
Through our work with Ecocycle, we helped them to grow their business and constantly expand around Australia, including supporting the development of new recycling initiatives.
We’ve also worked to improve education in the recycling space and raise the profile and salience of issues about waste streams in Australia and its surrounding regions.
Some campaign highlights included:
- Generating 150-300 trackable and highly-qualified digital leads every month through a mix of programmatic advertising, Google search ads and social media advertising
- Creating hundreds of tailored original articles which generated more than 10,000 pageviews on the website every month in Australian traffic
- Growing the email subscriber database to 7000 email subscribers organically, and sending monthly emails which generated direct enquiries
- Achieving hundreds of #1 results for both long and short-tail search terms in Bing and Google search results, with organic results a big driver of website traffic through SEO and content creation strategies
- Achieving high reach and engagement on social media accounts and posts
- Analysing data from our digital campaigns led to identifying opportunities in the battery recycling space, ultimately resulting in the launch of the subsidiary Ecobatt, which established a national network of more than 7000 battery collection kiosks in supermarkets, hardware stores, and other retail outlets.