Client: Mpact Recycling | Role: Concept development, art direction, filming, animation, video editing | Campaign: National Clean-Up & Recycle Week
Tick Tock Jackpot
The Challenge
National Clean-Up & Recycle Week is Mpact Recycling’s biggest national moment — normally a high-reach, high-volume window.
But 2025 came with an unexpected obstacle: Facebook enforced competition and sweepstakes restrictions, heavily limiting paid delivery.
That meant:
lower reach
fewer impressions
underspent budgets
almost no paid engagement
Despite this, the business still needed to:
Drive recycling volumes across branches
Keep waste collectors coming to Mpact
Create a memorable national mechanic
Reinforce Mpact’s strongest value: “We pay on time”
Strategy & Idea
The insight was behavioural: collectors respond to certainty and reward. We turned Mpact’s USP, Get paid on time, into something more energetic and memorable:
Tick Tock Jackpot
If paid reach was going to collapse, the campaign needed to succeed on behaviour, not media weight.
We reframed Mpact’s “pay on time” advantage into something playful, urgent, and reward-driven:
Tick Tock Jackpot
A week-long incentive mechanic where every 50kg collected earned a sticker, and a full card became an entry to win vouchers.
Simple. Repeatable. High-energy.
This shifted Mpact from “a recycling brand” to the place where you can win by doing what you already do — and still get paid faster than anywhere else.
The idea leaned into:
countdown-style urgency
bright, bold jackpot graphics
short-form video as the main storytelling tool
community-focused content (real collectors, real branches)
Short, fast, and scroll-stopping — built to win even under restricted delivery.
Creative Response
I ran the execution end-to-end, building a system that worked across both digital and physical touchpoints:
What I delivered:
Full campaign concept & visual identity
Campaign logo, animation and kinetic typography
Motion-led explainer videos
Reels optimised for organic engagement
On-site shooting across branches
Video edits built for speed and clarity
Competition collateral, including posters, point-of-sale and collector cards
The style leaned on high contrast, punchy colour, and bold motion to communicate speed and reward — everything designed to feel like a countdown you didn’t want to miss.
Even with Meta restrictions blocking paid growth, the creative still pulled attention organically.
Results & Impact
Even with Meta restrictions limiting paid delivery, the campaign still held attention and drove solid behaviour.
Performance
Daily reach: 215,110
Impressions: 314,000
Video views: 48,470
Watch-time: 12,940 minutes
Engagement rate: 0.12%
The drops were caused by platform rules, not the creative.
Short-form strength
Reel engagement rate: 10.13% — still the strongest format
Audience growth
+768 new followers (530 paid, 205 organic)
Community activity
651 likes
5 comments
1 share
Outcome & Learnings
Tick Tock Jackpot proved a simple point:
authentic, people-focused content outperforms paid amplification when paid amplification disappears.
Even under severe platform restrictions, the campaign achieved:
Continued community participation
Strong reel performance
Steady organic visibility
Real audience growth
Reinforcement of Mpact’s signature USP: “We pay on time”
Short-form creative carried the campaign when the media couldn’t.
And the mechanic created behaviour, not just impressions.