nikolalexandrou

SCOPE

WEEE Cyprus wanted to encourage the public to recycle old electrical and electronic devices responsibly, highlighting how this simple act contributes to sustainability and the circular economy. The goal was to combine personal storytelling with practical recycling guidance, showing how easy it is to turn an everyday problem into an environmental solution. Summercliff was tasked with shaping an influencer activation that felt authentic, relatable, and inspiring.

STRATEGY

We partnered with Niki Alexandrou, a parenting and lifestyle influencer whose content resonates with family-focused audiences. The strategy was to use a real-life anecdote about dealing with an old, broken device and then introduce WEEE Cyprus as the easy, eco-friendly solution. This combination of personal experience and education made the message feel both genuine and actionable.

IMPLEMENTATION

1. Niki shared a personal story about having an unused device at home that no longer worked and was simply taking up space.

2. She introduced WEEE Cyprus as the solution, explaining how devices are recycled into raw materials that can be reused to make new products.

3. Clear recycling instructions were included:

   • Large appliances are collected by partner companies when new ones are delivered.

   • Small devices can be dropped at green points or electronics stores, listed on weeecyprus.com.cy.

4. The call to action urged her followers to search for old devices they no longer use and recycle them properly.

5. The story closed with a powerful environmental message, stressing that small actions can create big impact when done collectively.
   RESULTS

6. High Relatability – Niki’s personal story made the eco-message accessible and trustworthy.

7. Educational Impact – Audiences learned clear, practical steps for recycling electronics.

8. Positive Engagement – Followers responded warmly to the environmental appeal.

9. Brand Credibility – Reinforced WEEE Cyprus as the reliable partner for sustainable recycling in Cyprus.

10. By turning a common household frustration into a sustainability story, WEEE Cyprus and Niki Alexandrou inspired families to recycle responsibly and contribute to a cleaner, greener future.