TerraCycle
While at TerraCycle I worked within the marketing team and designed the social media assets for TerraCycle across Europe. My primary focus was driving awareness and participation for our free recycling brand partnership programmes, ensuring the public understood how to access these sponsored waste streams at no cost.
Client
TerraCycle
Deliverables
Social Media, reels, carousels
Industry
Sustainability
Role
Creative Direction, Social Media Design, Strategy
Brief
The goal was to increase the adoption of free recycling programmes by clearly communicating new waste stream launches and updates to collection methods. We needed to bridge the gap between brand-sponsored recycling and consumer action, specifically targeting getting users to sign up online. Additionally, the role required creating a cohesive visual identity across multiple platforms and European regions to maintain brand consistency and adapting designs to work across multiple languages and different markets.
Solution
I developed a suite of digital assets, including social media posts, email headers, carousels, and website imagery that clearly illustrated the difference between TerraCycle’s capabilities and local council recycling. To speed up operations, I created a series of templates for the social media team and implemented a quality-control process to ensure all outgoing content remained on-brand. I also designed directly for the more elaborate campaigns. I collaborated closely with the copywriting and campaign teams to brainstorm competition mechanics and retention strategies, designed to move users from initial ad engagement to full website registration.
Result
Since I joined, the shift in content and design led to a significant increase in digital engagement and community growth across the primary European channels. We produced a high-volume of posts across key accounts, with TerraCycle UK reaching over 1,300 posts, TerraCycle France exceeding 850 posts, and TerraCycle Spain growing to over 550 posts. By my third year we had a +51% increase in engagement and a +122% rise in new followers compared to the previous year. Successfully gained approximately 1,000 new net followers within that same period. These results confirmed that the new templates and competition strategies were effective in converting passive viewers into an active, growing community.
