A multi-channel influencer campaign for MOHU – Hungary’s national waste management company

To drive awareness and education around selective waste collection, we partnered with MOHU to launch a large-scale influencer campaign targeting everyday citizens across Hungary. The initiative combined real-world conversations with user-generated online content to build sustainable habits and spark collective responsibility.

This campaign was not only about generating reach — it was about anchoring new behaviors in trusted peer dialogue, practical action, and long-term community engagement.

About the Brand

MOHU (MOHU MOL Hulladékgazdálkodási Zrt.) is Hungary’s national waste management company, responsible for building a circular economy through the selective collection and reuse of waste. With rising ecological concerns, MOHU aimed to increase citizens’ understanding of how small daily actions—like sorting paper, plastic, and glass—can have long-term environmental impact.

Participants & Approach

We activated 2,263 nano influencers across Hungary, selected based on their declared commitment to waste sorting, their social media presence, and their potential to inspire peer conversations in everyday life.

Each participant received clear instructions, educational content, and visual materials to facilitate real-life discussions with family, friends, and neighbors. At the same time, they were encouraged to document their experience online using the campaign hashtag #SzelektáldTudatosan — sharing routines, insights, and reflections across Instagram, Facebook, and TikTok.

To further expand visibility, four macro influencers were engaged to amplify the message through content reaching hundreds of thousands of followers, especially via Instagram Reels and TikTok videos.

Key Outcomes

🗣 Peer Recommendations & Behavior Change
• 217,456 people reached through face-to-face conversations — tracked using the G0 → G1 → G2 Relay Score methodology
• 91% of participants declared they would continue (or start) selective waste collection after the campaign
• 99.4% would recommend selective waste collection to their peers
• Participants shared practical tips, asked questions, and sparked community dialogue about everyday recycling practices

📲 Online Visibility & User-Generated Content
• 2,075 UGC posts and stories published across Instagram, Facebook, and TikTok
• 623,005 organic online reach generated during the campaign
• Content included real-life sorting routines, eco-conscious habits, and personalized calls to action
• Macro influencer content added 1.1M+ reach, with TikTok engagement rates up to 12%

🧠 Brand Insights & Public Feedback
• The campaign surfaced common barriers to sorting waste — including lack of space, unclear guidelines, and infrastructure gaps
• Participants expressed strong interest in further education and praised MOHU for making the topic more accessible
• Many shared reflective and emotionally charged messages through blog entries and campaign feedback, highlighting a shift in mindset from obligation to shared responsibility — “It’s not a sacrifice – it’s a contribution to our children’s future.”

Summary

This campaign demonstrated how community-based activation, combined with authentic influencer content, can support large-scale behavioral change. By engaging people both offline and online, MOHU succeeded in turning selective waste collection into a shared, visible, and meaningful act. The initiative also delivered valuable insight for future communication — proving that education, clarity, and human connection remain key to mobilizing public action.