Raising awareness of RAJA’s eco-friendly range through the “Swimming in Plastic” campaign

The Objectives

RAJA wanted to raise awareness of its eco-friendly product range while clarifying its stance on environmental issues. We were challenged with designing and executing a creative content campaign that would not only drive engagement for RAJA but also highlight the environmental impact of plastics in our oceans.

The Strategy

  • We created a microsite illustrating the shocking truth about plastics, with an interactive timeline showing how long it takes for plastic products to biodegrade vs eco-friendly products
  • We used parallax, high-impact photography and a clean image aesthetic to create a powerful, engaging, and informative content piece using in-depth research
  • We used wireframes and prototyping tools to design an intuitive yet unique user journey to explore the content
  • The campaign was outreached to spark conversation at a time when new measures were being taken against plastics in the UK

The Results

  • The campaign achieved 26 pieces of coverage, five times higher than the target, spanning the likes of The Evening Standard, CountryLiving.com and environmental publications such as TheEcologist.org
  • The RAJA ‘protective packaging’ category saw an uplift from 21% to 30% during the two months the campaign was running
  • The creativity of the campaign was acknowledged through an Awwwards Honorable Mention