“CanCan is a business that encapsulates everything that is exciting about Bristol right now – unique start up, with technology and sustainability at its heart. By working closely with the team at CanCan since the development stages, we have been able to grow and adapt our PR strategy as the system has evolved“
Liam Britnell, Senior PR Consultant, AMBITIOUS PR
Strategic counsel, Messaging development, Earned media relations, Social media channel management, Social media listening, Stakeholder engagement
CanCan, founded in 2019, is a free to use, reusable, borrow return system using smart products that are made to be used, washed and used again. Targeted at the hospitality industry to support the reduction of the use of disposables, the technology allows consumers to follow the life of every cup, enabling users of the platform to track their carbon savings and their individual impact on reducing waste and climate change.
CanCan approached AMBITIOUS with the overall aim of launching the platform across the city of Bristol, raising awareness of the scheme, driving consumer downloads, and engaging with key stakeholders and influencers across the city.
With the technology still under development when the partnership started, AMBITIOUS worked closely with the team to define initial corporate messaging and proposition, while offering local knowledge of the city and contacts within the independent food and drink scene and sustainability communities.
For the city-wide launch, AMBITIOUS used a mix of traditional media relations, social media, stakeholder engagement and event support to drive awareness and consumer downloads. Strong media coverage across the city and the wider region was secured in titles including Bristol 24/7, South West Business Insider and TechSpark.
As part of the campaign, AMBITIOUS also attended and supported CanCan at the inaugural Blue Earth Summit event, which saw CanCan provide its reusable cups for the 400 delegates. The images and video captured on the day would support the traditional media coverage secured during launch week, as well as provide assets for future social media posts.
Key achievements from the campaign include:
- Top tier regional media coverage
- Total circulation of over 1m
- Endorsements from key local stakeholders including; Bristol City Council, Bristol Waste, City to Sea, and Future Leap Network
- Over 100 social media posts
- 3 new business leads generated