Turning awareness into action across Greater Manchester.
Overview
In 2024, we were approached to support the Cotton On campaign for GMCA, aimed at encouraging people across Greater Manchester to recycle unwanted textiles. The objective was not just awareness, but real world action.
With no previous campaign framework to follow, we developed a strategy from the ground up that would combine high impact creative with measurable outcomes. The goal was simple: get people to act by donating old clothes into local textile banks.
Over four weeks, we delivered a fully integrated campaign using art installation, digital out of home, paid social and radio. Every element worked together to move audiences from awareness to action.
The result was immediate behaviour change. Textile banks in Stockport, which were normally half full, were overflowing throughout the campaign, according to local operator feedback.
Campaign Results
The campaign delivered both scale and engagement across every channel:
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Over 6 million impressions in just four weeks
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154% over delivery on booked media
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97% play-through rate on video content
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Over-capacity textile banks during the campaign period
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480,000 impressions from outdoor media
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Over 650,000 impressions from digital and social
Together, outdoor, paid social, radio and pop up activity effectively reached the entirety of Stockport and Greater Manchester.
Due to the success of the campaign, GMCA approved a follow up pop up campaign in Bury using the same creative approach. With recycling banks recovering from high volumes, further activity is now planned for later campaigns, with the Cotton On toolkit ready for rollout.
Want Your Campaign to Drive Real Action, Not Just Awareness?
If you need a campaign that delivers measurable results and changes behaviour, we can help.
From out-of-home and paid social to radio and experiential, we design multi-channel campaigns that move audiences to act.
Call 0161 510 3000 or email sales@buyme.media to start your campaign today.
Our Approach
We designed the campaign to move seamlessly from physical experience to digital interaction.
In Stockport, we launched a two week pop up installation featuring washing lines of worn clothing with floor and ceiling graphics. Each item was paired with QR codes that educated the public on how textiles could be reused, from dog beds to car seats.
Alongside the live activation, digital displays ran across Greater Manchester, supported by paid social and a city-wide radio campaign. This ensured consistent messaging, strong coverage and multiple opportunities for engagement.
All assets were carefully aligned to guide the audience from streets to screens and ultimately towards action.
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