How they reached a media exposure of 24,7 million

Making Noise 10x for a Sustainable Future

Don't be fooled by the word 'launch'. Our history with Orkla actually reaches back to 2020 when their brand Grumme from Orkla Care Sweden teamed up with Plovie. Humble brag: they really loved the Plovie technology and soon added various brands from Orkla Care SE, Orkla Foods SE, and Orkla Confectionary & Snacks SE.

why

This brings us to the expansion of the partnership to the Finnish market. Ten of Orkla Finland's brands at once joined the Plovie family. Having brand awareness as a main target, Orkla Finland decided to leverage the press and media to reach a wider audience and make noise with their launch.

how

Leveraging its in-house PR skills and network, Orkla Finland was able to activate media outlets with a high readership. What started with sending out press releases to various Finnish media, resulted in over 60+ articles mentioning the launch and TV coverage.

outcome

This coverage generated significant market buzz and helped increase awareness of the partnership and the brands being launched. More than 38,800 Orkla fans decided to download Plovie, scan their packaging and get rewarded for recycling.

This doesn't only highlight the success of generating brand awareness but also proves the immense impact companies have on consumer behaviour and ultimately climate change. By expanding their sustainability efforts and connecting ten brands at once to Plovie, Orkla Finland created a cohesive and compelling sustainability story that resonates with a wide range of consumers and strengthens the company's reputation as a responsible and ethical brand.

Overall, the media reach of the launch was an impressive 24,7 million*, exceeding expectations and driving significant awareness for the Orkla Finland brands.

*Meltwater insights