Too Good To Go
One of the many projects Air Social has helped Woking Borough Council deliver is a new initiative to help cut food wastage in the borough. In the UK alone, over 9.5 million tonnes of food are thrown away each year, almost 3.5 million tonnes of which comes from the hospitality industry.
The council partnered with Too Good To Go, a social impact company, which developed an app to enable restaurants, retailers and producers who have surplus food connect with local consumers, who can buy the leftover food at a reduced cost.
This initiative is part of a wider partnership between Woking Borough Council, Too Good To Go, the University of Surrey’s Business School and retail technology start up Near St to increase footfall in Woking and establish the town as a leading green local shopping destination.
How we achieved success
It was up to Air Social to get the message out, both to businesses who could benefit from signing up to the initiative and eco-conscious buyers looking to help save the planet and their pennies.
Via Woking Borough Council’s business channel, Working Works, Air Social delivered a social media marketing campaign specifically targeted to hospitality businesses in the borough. This was fed across the Woking Works Facebook, Twitter and LinkedIn accounts, the latter proving particularly successful with a five-fold month-on-month increase in post impressions/outreach.
Air Social designed all the creative marketing collateral to accompany the campaign, from graphics for social media posts to digital flyers and creative assets for other channels within the council’s network, such as WeAreWoking, Woking Chambers and Woking Shopping.
Print PR, marketing and mentorship
While the focus of this campaign was on digital marketing, it’s important not to forget traditional forms of marketing, such as print PR and advertising. Air Social produced editorial and creative advertising for local publications, to reach those businesses and consumers who might not be social media.
As part of the partnership, Air Social is also providing mentorship to students at the University of Surrey, who as part of their business degree course have been looking at ways to market the Too Good To Go and NearSt initiatives.