During this
autumn, our team made two different campaigns to get more information on
biowaste sorting and on potential users of the product that we were creating. Here
are the summaries of those two campaigns!
The
Survey
In November
we did a survey that was sent to friends and colleagues of our team members.
The idea of the survey was to get some insights why people are not sorting
biowaste and what would encourage them to sort it. Some questions and answers
are listed below.
Answers to
the survey: 47
Number of
residents living in the apartment:
- 1 resident 21%
- 2 residents 52%
- 3 residents 10%
- 4 or more residents 17%
- Apartment buildings 66%
- Row house 9%
- One family house 21%
- More space for biowaste bin
- If the process would be easier
- Better biobags
- Knowing the consequences of not sorting biowaste
- Easy to use bin
- If it didn’t smell so bad
- A bin/biobags that prevent the fruit flies
- Own composter
- A collection point closer
- Reward, money
- No place to put the biowaste in
- Biowaste collection point is too far/in the wrong direction
- It smells and brings fruit flies
- Too little biowaste
- Messines (5)
- Bad biobags/leaking (8)
- The effort of disposing biowaste frequently/laziness (5)
- No space/biobin (9)
- Not enough biowaste (3)
- Smell (6)
- Fruit flies (3)
- Knowledge (3)
- Robotic waste management
- Better biobags/free baobabs
- Better containers/less smelly/no flies
- Kitchen design and more space for biowaste container
- Awareness of the importance of sorting waste/campaign
- Money, sanction if not sorted
All in all,
the survey was a big succeess because with the results we were able to create
the Oskar biowaste bin idea. People were struggling with leaking biobags that smelled and there was also too little space to put the biowaste. Based on these answers we wanted to create a table-top bin that had a lid to prevent bad smells from spreading to the kitchen.
The
Facebook Ad Campaign
Before the
Christmas Holidays, our team decided to run a Facebook ad campaign. The Facebook
campaign for our product Oskar was running for three consecutive days, during
which we targeted different customer segments. The goal was to measure how
these different groups were interested in our product. We had three different
segments and each segment was measured per day. The campaign was targeted to people
living in Pirkanmaa region. The segments based on different interests were:
- Sustainability: environmentalism, WWF, green politics recycling, climate change etc.
- Parents: parenting, day care, childhood etc.
- Students: Pirkanmaa area universities, student politics, students etc.
Making the
Facebook ad campaign was really educational and the team learned a lot about
online advertising and clickthrough rates (CTRs). First, we made the Facebook ad and the ad was
in Finnish since most of the potential users were from Finland.
 |
| The Facebook ad. |
Secondly, we
made a new website where people would be directed when clicking on the ad. This
new website contained some information of the Oskar product and the whole
Demola project.
 |
| The logo for the Oskar product. |
The link to the Oskar website: https://smartwasteflow.wordpress.com
The average
CTR for the whole campaign was 0,28 %, which means that 0,28 % of those people
who saw the ad clicked on it. The campaign was run with only a small amount of
money, which is why it didn't get that many links. However, we gained some new
important insights. The number of clicks was relatively same between the
different segments. Interestingly,
women clicked on the ad more than men, which indicated that the idea got
more attention among women. These insights gave us information on how to
potentially market the product and design it even further.
The Demola project is soon finished and we are preparing for the final pitch event. Still a lot to do but we are excited the present the idea!
- Henriikka -
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