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Dear *|FNAME|*,
 
According to the results of a recent perception survey into how South African consumers perceive plastics, recycling and the environment (conducted on behalf of Plastics|SA by African Response Research & Strategic Insights), social media is by far the most popular and effective way to reach South Africans of all ages, races and socio-economic backgrounds.

This finding was in line with global trends that indicate that platforms such as Facebook, Twitter, LinkedIn, Instagram, Pinterest and SnapChat are the most used vehicles to form or change opinions. 

In order to counter the many anti-plastics packaging messages that have filled the social media space in recent months, Plastics|SA will be releasing one new pro-plastics message and design each week for a period of 12 weeks on each of the different platforms:
Week 1:
Week 2:
Instagram versions:

The Facebook campaign opened strongly with over 258,000 new impressions - that’s a quarter of a million people reached in just the first 10 days exposure to the advert!

Instagram and Twitter are both performing incredibly well with over 120,000 new impressions and constantly getting visits linking back to the Plastics SA website.

The primary purpose of this campaign is to raise awareness and reach as wide an audience as possible. We are not necessarily aiming to get "Likes" or comments.

For this reason, we have set the frequency for all the designs to “1.0” which means the advert doesn’t repeat more than once per online user to avoid unnecessary spending and to increase maximum exposure for the adverts.


 
Week 3: (Instagram version above) and full version below:
Below: Week 3's advert for LinkedIn:
Explains Monya Vermaak, Marketing & Communications Executive at Plastics|SA: "Linkedin and SnapChat are by far the most expensive social media platforms as Linkedin appeals to companies and business professionals and Snap Chat targets more of the youth demographics.

The reach and awareness of these campaigns was initially relatively small, but has steadily been increasing as the days go by. Both platforms are perfect for Plastics|SA and are very important social media platforms for us to be on.  We’re confident that it will be quite impactful as things progress".

Plastics|SA will continue to monitor and refine the weekly campaigns in order to maximize the awareness of these very important messages.  "However, it is undeniable that social media has the reach and the impact that we need if we are to correct the misconceptions and counter wrong information that is out there," Monya concludes.
Good to know:

Users are encouraged to click on the link that takes them to the Plastics|SA website page where the full advert can be viewed, as well as the latest information about the benefits of plastics packaging as contained in the document released by Plastics Europe.
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