Reckitt and Plastic Bank demonstrate how leading with positive impact win their customers’ hearts
Reckitt, a global leader in consumer packaged goods brands, presents success metrics from its marketing campaigns. It highlights how incorporating the Plastic Bank logo in product promotions boosts sales and underscores the value of leading with purpose.
Industry: CPG
Location: Slough, United Kingdom
Website: https://reckitt.com/
Partner Since: July 2022
What collaborating with Plastic Bank did for Reckitt
Piquing interest and converting customers
Product content featuring the Plastic Bank logo and imagery experienced an increasing conversion rate on their online eCommerce channels by 130 bps compared to standard content without the Plastic Bank branding
Unlocked impact funding
Plastic Bank’s impact metrics secured additional funding, enabling Reckitt to boost its contributions and increase bottle collection pledge from 5 million to 50 million between 2023 and 2026
Winning new customers
Featuring Plastic Bank as a strategic partner on Reckitt’s promotional content led to 56%-66% new-to-brand customer sales
How we collaborate
Reckitt has pledged to fund the collection of at least 10 million plastic bottles annually. For every purchase of Reckitt hygiene products on Amazon and on-demand platforms in Germany, they fund the collection of 1 bottle, allowing their impact to grow without limits through its partnership with Plastic Bank.
Reckitt is globally recognized as a leader in hygiene and health products. Since partnering with Plastic Bank in 2022, Reckitt has helped collect over 380,000 kilograms (equivalent to about 19 million bottles) of discarded plastic by July 2024, positively impacting the lives of hundreds of members and their families.
Why Reckitt’s campaigns were successful
Strategic partnerships with e-retailers like Amazon, who value Plastic Bank and Reckitt’s environmental commitments, provided additional and/or free media on their site for Reckitt’s product promotions.
Plastic Bank’s marketing content and stories helped Reckitt showcase its commitment to sustainability, strengthening customer relationships.
Customers aligned with Plastic Bank’s mission expanded their collaborations and introduced new partnership opportunities with Reckitt.
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“Together with our online partners and Plastic Bank, we want to set an example against plastic waste and drive sustainability. Thus, in the course of this joint cooperation, we not only create awareness on this major global problem of plastic pollution but also concretely show how we at Reckitt share part of the responsibility for it.”
Vincent Clemens
Head of eCommerce DACH & Nordics
What purpose means to Reckitt
Reckitt is committed to protecting, healing, and nurturing in its pursuit of a cleaner, healthier world, which includes caring for the planet. This commitment drives Reckitt to integrate sustainability across its business—from raw material sourcing to product development and social impact programs. By 2025, Reckitt aims for 100% of its plastic packaging to be reusable or recyclable and plans to increase recycled material usage to 25%, with a goal of reducing virgin plastic in packaging by 50% by 2030.
These ambitious sustainability targets are reflected in Reckitt’s partnerships, such as with Plastic Bank. This collaboration highlights the company’s dedication to real, lasting impact. Reckitt’s Environmental, Social, and Governance (ESG) branch supports global projects, and the partnership with Plastic Bank was an easy choice due to its alignment with Reckitt’s goals and cost-effectiveness. Through this initiative, discarded plastic is gathered, collection members receive secure income and benefits, and Reckitt gains powerful storytelling tools to connect with customers, creating a triple-win scenario for social, environmental, and economic progress.
Reckitt’s formula for success
Relevant impact placement
Partnering with e-tailers like Amazon, who share similar values, provided Reckitt with complimentary and additional media promotion. This included a dedicated section on the site to highlight its sustainability commitments. The extra space for content allowed customers to engage more deeply with Reckitt’s values beyond the typical scope of a standard advertisement.
Efficient data tracking
Reckitt leveraged its e-commerce and online retail partnerships to track success metrics more effectively, utilizing these channels for their swift and responsive data compared to internal methods. This timely data offered valuable insights that were integrated into successful marketing strategies, effectively boosting conversion rates.
“Our collaboration with Plastic Bank benefits people, planet and profit. It’s great to be able to scale our impact and return plastic waste into recycling cycles, while supporting communities around the world.”
Philipp Kust
Social Impact Manager at Reckitt
Reckitt’s partnership with Plastic Bank highlights their commitment to creating a cleaner, healthier world. By leveraging strategic partnerships, Reckitt connects with customers, communicates its values, and enhances conversion rates. Reckitt demonstrates how smart partner placement, effective messaging, and new partnership opportunities have boosted sales. Its success effectively shows how businesses can leverage impact for growth.
Ready to use purpose to grow your own business?
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