ReLondon / The Mindful Shopper

ReLondon is a partnership of the Mayor of London and the London boroughs to improve waste and resource management and transform the city into a leading low-carbon, circular economy.

We won the tender to communicate a new citizen-facing offer for this public sector client, formerly the London Waste Board. The campaign involved us creating an in-depth understanding of the profiles and needs of Londoners alongside working with 27 circular SMEs to create a compelling consumer offer.

We are currently working on the resulting campaign to encourage Londoners to make simple switches that will reduce waste and support local, circular businesses.

This is a new concept with a limited budget so essential to get it right the first time.

To uncover the profiles and personas of our target audiences we conducted desk research, social listening and then market research to test our campaign strategy, personas, branding and messaging.

To frame the content strategy and media plan most effectively we have used tools such as Spark Toro and Buzzsumo to identify the topics, formats, keywords, influencers, media and channels that our SMEs various audiences engage with.