Case Study: Mpact Recycling – “Whatever It Takes” Campaign

How humour, heart, and a hero called Ronnie helped us solve a real business problem.

In June 2025, Mpact Recycling faced a tricky challenge: how to address the serious cost impact of wet cardboard in a way that would both educate and engage the public.

We responded with the “Whatever It Takes” campaign, fronted by the delightfully obsessive Ronnie Recycler and his romantic cardboard misadventures. Through punchy, humorous reels and educational content, we managed to do more than just entertain — we helped land a business-critical message in a way that felt human, accessible, and memorable.

The Results? Ronnie really showed up.

• 🎥 227,000+ video views and over 51,000 minutes of watch time

• 🚀 827,000+ people reached across platforms

• 📈 Engagement rate lifted to 0.55%

• 💚 821 new followers, with 548 coming from targeted page-like ads

• 😂 Ronnie’s “cardboard date” reel earned the highest engagement of the month

• 📦 Business message delivered with humour and clarity — solving a cost issue while strengthening our recycling credibility

This campaign proves the power of concept-led, character-driven storytelling to shift perception and behaviour, all while making people laugh.