Ideas and implementation
Whatever channel, whatever medium, the aim was simple:
- Position Duo as a leading industry voice and authority on circular economy principles with key audiences
- Create industry conversation to inspire positive packaging action and spark discussion about the most important issues surrounding the circular economy
- Share new and informative content to generate engagement
- Drive target audiences to the website / lead generation points.
To enable us to reach a specific audience – including retailers and brands that use packaging, as well as businesses that require outer, non-food contact packaging (e.g. collation shrink wraps for multipacks of bottles), the recycling sector and packaging industry stakeholders amongst others – we recommended creating a regular and interactive piece of content – thought leadership that would resonate most strongly with Duo’s target audience and drive engagement.
From our research, we recommended a monthly LinkedIn newsletter – a concise piece of content that created consistency with their target audience, building a perfect platform to position Duo as the go-to industry resource for circular packaging innovation and inspiration.
LinkedIn newsletters have experienced substantial growth in the last 12 months, increasing by 59%, as more brands seek to build visibility and engage with stakeholders. According to LinkedIn, there are now over 143,000 newsletters on the platform, with more than 500 million subscribers.
At the end of 2023, Looped In became the latest newsletter to join the LinkedIn fold. Together with its own eye-catching logo, the newsletter was launched to provide news, views and insights about packaging, recycling, sustainability and circularity to inspire new thinking, conversations and positive action.
